Reconstructing the Concept of Sustainability in the Agroverse: The Cultural Dimension as a Structural Foundation

In agribusiness companies, as in other sectors, sustainability includes environmental, economic, and social aspects. However, such a concept of sustainability often does not explain why, in practice, sustainable and beneficial solutions are often not implemented. This article analyzes the cultural aspect, the role of which is very important in implementing sustainable solutions. The aim of the study is to investigate how the cultural element is related to the successful implementation of sustainable solutions. The empirical part analyzes 20 Lithuanian agribusiness companies: 10 successfully applying sustainable solutions and characterized by better economic indicators, and 10 that have difficulty transitioning to sustainable solutions. The groups were selected based on the results; therefore, the study reveals connections but not causal relationships. A generalized cultural index was also compiled. Insights from agribusiness company managers allowed for a better understanding of their approach to sustainable solutions. Theoretical arguments are presented that can prove the importance of the cultural dimension in the concept of sustainability, and the results of the empirical study show that more successful agribusiness companies are characterized by higher indicators of cultural orientation. The insights of managers suggest that in them sustainability is more often perceived as an internal value, while in less successful ones—as an external requirement. The results obtained allow for generalizing or defining conclusions, and they create conditions for considering culture as an important direction for further research, analyzing the implementation of sustainable solutions in agribusiness.