Framing sustainability proposals: A toolkit for unlocking internal support
本文针对企业内部可持续发展提案常遭搁置的问题，基于社会认同理论和道德心理学，提出三阶段框架（身份一致评估、身份防御、道德身份确认），并提供诊断提示、脚本和检查清单等工具，帮助提案者争取内部支持。
Environmental sustainability has moved from the margins to the core of strategic decision-making. Yet many credible sustainability proposals—even those with a strong commercial case—still often stall inside organizations. This article offers a practical framework for moving internal stakeholders from skepticism to committed support. We concentrate on firm-level decisions and show how resistance often unfolds as a predictable sequence of sensemaking and identity management. Drawing on social identity theory, judgment and decision-making research, and moral psychology, we synthesize evidence-based blockage insights and related persuasion advice into a three-stage process: (1) identity-congruent appraisal shaped by time and risk biases (temporal discounting, loss aversion), (2) identity defense driven by ideological conflict and motivated reasoning, and (3) moral identity affirmation sustained by mechanisms of moral disengagement. For each stage, we translate research into framing and process moves that help keep deliberation anchored to shared criteria, reduce identity threat, and convert discussion into concrete initiatives. We also provide a toolkit—diagnostic prompts, stage-aligned scripts, and an execution checklist, along with some contextual considerations—to help sustainability proponents prepare for and steer high-stakes conversations on occasions when a good business case is necessary but not sufficient.