This book explores the interaction between sustainability corporate responsibility consumers and the market. It aims to discover if consumers are seeking out small ethical socially responsible firms to buy from rather than large corporations if markets and organisations are supported by a new sensitivity to social responsibility and sustainability ideas if the integration of corporate responsibility strategies and practices change how market sectors are assembled. Bringing together international case studies including research on the Italian wine industry German butchers Spanish football Polish marketing and the Portuguese financial sector this book is valuable reading for scholars working on corporate social responsibility sustainability and good governance.Chapter 12 is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.