“…From a sustainability viewpoint, this is bad news. Scholars have suggested that the road to sustainability requires measures such as green accounting (Gray and Bebbington, 2001), green product development (Ritzén, 2000), life-cycle assessments (Baumann, 1998;Baumann and Tillman, 2004), new consumption patterns (Solér, 1996), green marketing (Belz, 2001) and functional sales (Söderström, 2004). A majority of the influential texts in the field of corporate environmental management are normative and technical in the sense that they point at what needs to be done in order to reach a more desired future (Dobers et al, 2000(Dobers et al, , 2001a.…”