Strategic adoption of voluntary sustainability standards : business implications of ANSI/NSI 373 in the dimension stone industry

Based on semi-structured interviews with individuals with direct involvement in the certification process, this study examines the ANSI/NSI 373: Sustainable Production of Natural Dimension Stone standard from a business perspective, analyzing its adoption within the North American dimension stone industry and comparing it to voluntary sustainability initiatives (VSIs) in the forest sector. Key factors driving adoption include environmental and social responsibility, competitive positioning, and market differentiation. The findings reveal both the opportunities and the barriers that businesses face in integrating sustainability standards, including certification credibility, operational challenges, and varying levels of industry acceptance. While ANSI/NSI 373 offers potential value in branding and environmental responsibility, inconsistent firm responses and rigorous certification demands pose challenges to widespread implementation. This research underscores the need for strategic collaboration among industry stakeholders to enhance adoption, improve market positioning, and leverage sustainability as a business advantage.