Ospina, MonicaAyub Khan, MohammadSams, Doreen2019-09-252019-09-252011-06-0220111941-336Xhttp://hdl.handle.net/20.500.12424/178673In the context of global environmental debates and growing multi-nationalizations of businesses through alliances, this article offers proposition as to be tested to gain an understanding of understudied barriers (i.e., fear of cultural encroachment and varying environmental sustainability standards) to adoption of environmental sustainability best practices by company managers across NAFTA. The propositions are framed in 1) cultural identity theory, 2) social identity theory, 3) rational development theory, and 4) sustainability theory. The paper proposes culture implications on management decision-making as to adoption of out-group best practices. Further, a road map to measurement development is put forth in the study that is adaptable to across nations.engWith permission of the license/copyright holderquality managementsustainabilitycultureEconomic ethicsEthics of economic systemsLabour/professional ethicsTechnology ethicsTrade ethicsArticle