Narratives and Cultures of Sustainability. An Investigation into the Agri-Food Sector and Climate Change Risk Perception.

This thesis examines sustainability as a dynamic, contested concept influenced by various actors. Rather than relying on a single definition, it employs a narrative-focused approach to analyze how government agencies, private companies, social media influencers, and young people create—and challenge—their own interpretations of sustainability. The research begins by tracing the term’s evolution from its origins to its current status as a widely accepted idea embraced by corporations and institutions while also emphasizing the dangers of dilution and greenwashing. It then explores policy landscapes, evaluating significant milestones such as the Brundtland Report and modern initiatives like the United Nations’ 2030 Agenda and the European Green Deal. Shifting to the private sector, the thesis investigates how businesses use sustainability reports and ESG (Environmental, Social and Governance) metrics, revealing underlying assumptions about what “matters” and why. In the digital sphere, it examines how social media facilitates the rapid circulation of eco-friendly ideas and reinforces echo chambers. Influencers’ micro-narratives intermingle with corporate messaging, activist demands, and everyday consumer practices. The research emphasizes young people’s viewpoints, particularly on how high school students comprehend climate risk and the influence of education on their decisions. Utilizing a culturalist perspective, the thesis highlights the significance of values, symbols, and social rituals in framing sustainability narratives.