https://www.sciencedaily.com/releases/2020/01/200122080517.htm

In 'Toward a Process Theory of Making Sustainability Strategies Legitimate in Action', published in the Academy of Management Journal, the researchers found that although managers support sustainability strategies, there can be tensions in goals, values, and in product features. This can occur when implementing them alongside the mainstream strategy, creating the potential for 'decoupling' -- where organisations adopt policies symbolically, without implementing them substantially.

However, they found that working through these tensions on specific tasks helps to overcome them. Resolving tensions reinforces the organisational-level legitimacy of the strategy and its integration within the mainstream strategy.