Sustainable development has materialized as a framework for addressing economic, environmental and social issues (Macagno, 2013). Primark has adapted to this framework, working ethically and fairly to solve problems and develop sustainable practices. Such practices include; provide consumers with ethically sourced clothing, through their third-party suppliers (Primark, 2016d). They work closely with their suppliers to ensure their products are made ethically and are subject to independent audits to ensure their ethical approach is well managed (Primark, 2016d). Another practice that Primark has recently incorporated as part of its sustainable development includes effluent treatment plants (ETPs), which are used to treat wastewater from its operating factories (Primark, 2016e). This shows a step forward towards the environmental factor of sustainable development and taking responsibility for one's actions. However, corporate environmentalism can be seen not as a corporate investment for the company, but as a cost that supports competitiveness within the market (Payne and Raiborn,