The paradoxical tensions in corporate sustainability is hotly debated in the literature. Some authors have underlined the need for empirical works in this field, and the circular economy could help to bridge this gap. The circular economy creates contrasting challenges for companies, which lead to paradoxical tensions. On the one hand, companies pursue circular economy goals-such as the use of recycled raw materials-thus highlighting their environmental commitment. On the other hand, such usage may affect the quality and consequently the competitiveness of products. Our study investigates the acknowledgement of these tensions and the strategies adopted by companies to manage them. Using a multiple case study approach, we focus on an Italian sample of three manufacturing sectors: paper production, textile/clothing, and leather. The results show the different defensive and proactive strategies adopted by firms highlighting, in one case, a relevant opportunity exploited by a company considered in the sample. Our paper contributes to the existing knowledge on paradoxical tensions management in companies involved in corporate sustainability inviting scholars towards new research avenues focused on circular economy. KEYWORDS industrial symbiosis, paper industrial cluster, paradox theory, recycling, tannery industrial cluster

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The interest regarding sustainable consumption has increased around the world, and several international institutions and organizations have highlighted the emergency that society needs to face from this century onwards. Sustainable consumption involves many factors other than individual behaviour, which usually leads to a cross-national focus to explain differences and similarities among countries. Cross-cultural investigations have emerged under the widespread context of sustainability, but how they can contribute to clarify sustainable consumption behaviour is as yet an incipient discussion. On this basis, and considering previous literature about value dimensions, the theory of planned behaviour (TPB), and the value-belief-norm theory (VBN), this paper undertakes a theoretical discussion drawing upon previous empirical research and proposes a new, alternative and complementary point of view. We address how cultural elements can influence values and, in turn, sustainable behaviour. Moreover, we argue that beliefs could be a key driver of sustainable intention, as the intention formed by attitude, perceived behavioural control and subjective norms does not explicate sustainable consumption by itself. Ultimately, this study combines various concepts in a wider discussion about cross-cultural sustainable consumption, a holistic perspective to investigate sustainable consumption across countries.

Purpose This paper aims to investigate how sustainable solutions in the textiles and clothing industry are decided through business-to-business collaboration. Design/methodology/approach A qualitative and inductive study of the Brazilian textiles and clothing industry is carried out, an industry in which sustainable denim products are increasingly being recognized as subject to competition. The paper adopts a focal net perspective to understand the collaborative arrangements through which firms combine the products they offer as a sustainable solution. Documentary data were collected and in-depth interviews conducted with the top managers of one of the world’s largest denim-manufacturing companies present in the Brazilian market, which is involved in providing sustainable solutions in cooperation with its partners. Findings The authors describe the factors that reflect the conditions for generating a sustainable business performance, including a corporate policy that assumes and articulates the responsibility for social interest, core-business stakeholders and regulatory requirements; a sustainable product-service system (S.PSS) based on innovative interactions between the stakeholders in the value production system; relations between stakeholders that promote business sustainability through a dependable value chain characterized by a sense of collaboration and collective actions; and a business model for sustainability that combines economic with social and ecological value creation. These factors help a business establish a more strategic position in the value network, enabling it to capture more value. Practical implications Sustainable solutions are developed dynamically and collaboratively within an S.PPS. Managers need to focus not only on tangible products but also on intangible services designed and combined so that they are jointly capable of fulfilling customer’s needs and creating social and ecological value. Managers within the solution provider must develop business models for sustainability that are continually evolving to satisfy the interest in resource-efficiency by actors in civil society, business and government. Originality/value The research contributes to the existing literature by applying approaches involving corporate social responsibility (CSR) and strategic nets to the study of the implementation of an S.PSS. Sustainable initiatives and offers developed by an S.PSS are not isolated phenomena but result from collaboration in finding solutions among different actors linked in a strategic net. In this sense, companies need to adjust their business models for sustainability to generate positive economic, social and ecological value and gain credibility for their missions.