The framing of sustainability by different stakeholder groups in India: Perspectives, consequences and implications

Achieving sustainable development in emerging economies requires engagement across business, government, and civil society, yet framings of sustainability diverge. This study examines how Indian stakeholders interpret sustainability and corporate social responsibility (CSR) through diagnostic, prognostic, and motivational framing tasks. Using 32 semi-structured interviews and a focus group with eight stakeholders, we find two parallel but distinct frames. Sustainability is linked to environmental issues, private sector solutions, and business-case motivations, while CSR is linked to social issues, state responsibility, and regulatory drivers. These parallel framings persist through a process of frame separation, posing challenges for global alignment and holistic policy.