We study the sources of resistance to change among firms in the Canadian petroleum industry in response to a shift in societal
level logics related to corporate environmental performance. Despite challenges to its legitimacy as a result of poor environmental
performance, the Canadian petroleum industry was divided as to how to respond, with some members ignoring the concerns and
resisting change (i.e., laggards) while others took action to ensure continued legitimacy (i.e., leaders). We examine why
organizations within the same institutional field responded differently, delaying the industry response. We found that one
population of firms was aligned with increasing pressures from its stakeholders for improved environmental performance, and
the other was influenced by local cultural, political, and economic ideals less demanding of environmental actions. Our results
reveal that several factors both at the institutional field level and the organizational level affected how these two populations
reacted to a changing societal logic. Implications for theory, practice, and future research are discussed.