ABSTRACT
Addressing sustainability goals has proven to be a successful marketing strategy for firms, both to gain market share and to increase profitability [1]. The wide success of third-party certified ecolabels, such as fair trade and organic, as well as first party sustainability claims, has encouraged more firms, and an increasing number of industries, to develop such efforts [2,3]. These trends have typically been initiated by what Hockerts and Wüstenhagen term “emerging Davids,” or smaller, mission-driven firms, but are increasingly attracting “greening Goliaths,” or larger, more profit-driven firms [4]. The latter may have less commitment to sustainability ideals (environmental, economic and social), as there are inherent tensions between the missions of firms that are already large (relative
to competitors in the industry) and the goal of addressing the industry’s negative social and environmental externalities that initially motivated the entry of mission-driven firms [4,5,6].
