Behavioural Sustainability: Reframing Corporate Strategy Through Human Behaviours, and Cultural Contexts

In a world reshaped by climate disruption, resource scarcity, and rising stakeholder expectations, sustainability is no longer a moral choice; it is a strategic imperative. Yet many corporate models continue to fail when they are transplanted across regions without recognising the behavioural, cultural, and ecological contexts that determine their success. Behavioural Sustainability offers a transformative roadmap for businesses, policymakers, and changemakers seeking to thrive in the green economy. Grounded in behavioural science, cultural studies, and strategic management, it introduces the Contextual Behavioural Sustainability Framework (CBSF)-a model that bridges internal organisational strategy with external social and environmental realities. Drawing on contemporary case studies from Africa, Asia, Europe, and the Americas, the book illustrates how companies can align global imperatives with local behaviours, leveraging indigenous knowledge, community engagement, and technological innovation. It shows how behavioural sustainability transforms risk into resilience, builds trust between businesses and communities, and redefines corporate purpose for an interconnected world.