Act global, think local? Local perspectives towards environmental sustainability in semi-rural communities of Alberta, Canada

Despite the increasing popularity of the notion of sustainability, there have been global challenges in effectively addressing environmental problems. One of the key strengths of the sustainability concept is its ability to coordinate and unite otherwise contending groups. Because of this bridging function, however, the concept remains necessarily ambiguous, which can obscure existing inconsistencies and tensions and thereby block the successful translation into concrete policy action. In this study, we analyse how environmental sustainability is understood within semi-rural communities in the Canadian province Alberta, which exhibits a heavy economic reliance on fossil fuels and a strong conservative voter base. By carrying out a Q-method study in two characteristic towns, we were able to identify three competing sustainability perspectives: ‘Radical transition towards a post-fossil society’, ‘Maintaining the Albertan way of life’, and ‘Technological innovation and growth’. The study findings emphasize the embeddedness of sustainability framings in the cultural and socioeconomic context. Furthermore, the uncovered perspectives not only reveal conflicting viewpoints, but also areas of consensus as well as points which could be considered as neutral. It is argued that policy action should acknowledge both the place-specific nature as well as the nuance and complexity of environmental discourses to be effective.