ABSTRACT
It may not be an easy task to motivate companies to practice sustainability, especially for the small and medium-sized enterprises (SMEs),* as they view it as a burden rather than an opportunity (Condon, 2004). Hence, exploring this missing link (i.e., motivation or strong motivation) between the sustainability mindset and sustainable practice seems to be an important topic for the students of business and management in higher education. This chapter is an in-depth study of motivation, which is complementary to the Sustainable Mindset Model’s motivation element. There are two parts in the chapter: the Theories and the Teaching. The first part focuses on theories of motivation (Fogg’s Behavior Model, Deterrence Theory and the Concept of Avoidance, and Stakeholder Theory) that can be used to create a motivation strategy for corporate sustainability. The second part presents two pedagogical activities on how to introduce and apply the theories.
