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4 Sustainability Standards as Enablers of the Sustainable Transition

The role of standards in enabling sustainable transition can be under-
stood through three complementary mechanisms:

1. Standards operationalise sustainability principles. Sustainability is a
complex concept, and its implementation is often hindered by am-
biguity about what actions matter and how performance should be
assessed. Standards resolve this by offering codified requirements,
performance indicators and procedures for evaluation. This aligns
with Stoddard et al.’s (2012) argument that sustainability frameworks
exert their value when they provide measurable guidance for envi-
ronmental and social improvement.
2. Standards modify the behavioural context. According to Stern’s abc
model, contextual forces can override even strong pro-environmen-
tal attitudes. In organisations, these forces include routines, incen-
tives, infrastructure and norms (Stern, 2000). Standards intervene
directly in this sphere by:

• instituting mandatory procedures,
• establishing documentation and monitoring routines,
• creating managerial accountability,
• and signalling expected norms to employees.

This reduces behavioural barriers and supports consistent, rou-
tinised sustainable practices.
3. Standards strengthen credibility and external accountability. Be-
yond shaping internal practices, standards play a critical role in
signalling commitment to sustainability to external stakeholders,
including consumers, regulators, and partners. Through certifica-
tion, auditing, and transparent reporting, they reduce information
asymmetry and mitigate risks of greenwashing. This enhances trust
and legitimacy, which are essential for market differentiation and
stakeholder engagement. At the same time, external verification
introduces an additional layer of accountability, encouraging or-
ganisations to maintain compliance over time rather than treating
sustainability as a one-off initiative. In this way, standards not only
guide action but also anchor it within broader systems of recogni-
tion, comparison, and continuous improvement.
In the tourism market, where greenwashing and strategic under-com-
munication of sustainability practices are widely recognised challenges
(Font etal., 2017),third-party standardsenhance trustbyindependently

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