Purpose – The aim of this paper is to examine the narratives of acceptance and resistance to the introduction of corporate environmentalism. Despite recognition that managers and senior executives play a primary role in corporate environmentalism, relatively few researchers have examined how...

Purpose – This paper aims to contribute to the special issue theme by analysing intentional non‐consumption through anti‐consumption and consumer resistance lenses. Design/methodology/approach – A total of 16 in‐depth interviews with women who intentionally practise non‐consumption...