The dominant social paradigm (DSP) defines the basic belief structures and practices of marketplace actors and is manifested in existing exchange structures. Sustainability – a so-called megatrend – challenges the DSP by questioning its underlying assumptions, resulting in tensions or conflicts for different marketplace actors. This study examines a specific case of an alternative market arrangement that bridges tensions between the DSP and environmental concerns. Ethnography in the context of retail food waste disposition reveals tensions experienced by several marketplace actors – namely consumers, retail firms and regulators – and investigates an alternative market arrangement that alleviates those tensions by connecting the actors and their practices in a creative new way. We identify complementarity as the underlying mechanism of connection and resolution. Compared to previously identified alternative market arrangements that are either oppositional or parallel to the DSP, complementarity opens another path toward greater environmental sustainability through market-level solutions.
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