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The purpose of this paper revolves around the informal coming together of various doctoral students in the area of qualitative accounting and management research and the attempt to learn from their respective experiences. Together, the authors share personal reflections and valuable insights in revealing their vulnerabilities, aspirations and how they make sense of the PhD journey and their becoming as academics.

This paper builds on an open discussion and written reflections among the authors, who represent a diverse set of both doctoral students at various levels and recent graduates from different countries, schools and backgrounds.

The discussion highlights the struggles the authors experience as doctoral students, how they learn to cope with them as well as how they are socialized throughout their PhD journey. This allows them to take a critical stance towards increased productivity demands in academia and to embrace doctoral students as a powerful collective, whose aspirations may inspire a change of academic reality for the better.

While guidance on how to succeed as doctoral students is common, we seldom hear about doctoral students as particularly “fragile selves” (Knights and Clarke, 2014) who, as opposed to more established scholars, are more actively experiencing difficulties with finding their ways in academia. The authors are thus motivated to create a rare common voice of a group of doctoral students here by providing a more intimate account of the PhD journey.

The purpose of this paper is to explore, illustrate, and conceptualize how sustainability service is performed and the role it plays in the promotion of sustainable consumption.

Theoretically, this paper takes a practice theory approach, conceptualizing the provision of sustainability service as a set of complex, socio-material, and performative practices. Methodologically, this paper draws on an ethnographic study of a retail chain – W-Store – and its sustainability service. Interviews with management and focus group interviews with shop assistants and consumers, as well as observations made in-store, make up the material analysed.

The provision of sustainability service is accomplished in this case via three service practices; arranging green shopping trails, answering sustainability questions, and promoting sustainability to green consumers in-store. The analysis shows that the retailing of sustainable products is not simply a matter of including sustainability products in the range and instructing shop assistants to promote them. Sustainability service – as enacted at W-Store – was dependent on the successful combination and configuration of human competence (service staff) and IT and organizational artefacts. There also needed to be congruence between consumers and their images and between retailers and the version of sustainability they were enacting. Finally, the provision of sustainability service required an investigative and adaptive organization capable of keeping up as well as developing vis-á-vis changing sustainability discourses and issues. However, once the necessary conditions had been met, sustainability service worked towards promoting sustainable consumption by making green shopping possible, educating consumers on sustainability issues, and motivating them via positive feedback and dialogue.

Underscores the importance of investigating sustainability service and offers both a conceptual approach to and an analysis of this particular type of retail service work.