Sustainable development has materialized as a framework for addressing economic, environmental and social issues (Macagno, 2013). Primark itself has adapted to this framework, working ethically and fairly to resolve issues and develop sustainable practices. These practices include: providing consumers with ethically sourced clothing, through their third-party suppliers (Primark, 2016d). They work closely with their suppliers to ensure their products are ethically produced 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 sustainability includes Effluent Treatment Plants (ETPs), which are used to treat wastewater from their operational factories (Primark, 2016e). This shows a step towards the environmental factor of sustainable development and responsibility for their actions. However, corporate environmentalism can be viewed not as a business investment for the company but as a cost that promotes competitiveness within the market (Payne and Raiborn).,