The sustainable accounting practices debates rose to prominence in the 1990s, culminating in tremendous academic research in this non-traditional phenomenon. Unfortunately, this has not been matched by developments in the mainstream accounting practice. Sustainability reporting continues to be regarded as an alternative accounting thought and the involvement of accountants in environmental issues is often subject to scepticism.

Explain in detail, FOUR (4) reasons why (traditional)conventional financial accounting practices discourage corporations from embracing sustainable business practices.