| Abstract | This conceptual paper explores Environmental, Social, and Governance (ESG) principles as a transformative institutional logic capable of guiding AI and mechatronic innovation in circular food systems. In response to a call for food systems transformation, we propose a theoretical model that integrates institutional logics theory with human-centred design (HCD) and circular economy thinking. We draw from institutional logics theory, we conceptualise ESG as an emerging innovation logic, i.e. a meta-structural principle shaping how technology is designed, legitimated, and embedded in socio-technical systems. Furthermore, we posit that HCD plays a mediating role by translating normative ESG values into socially legitimate and context-sensitive technological artefacts. Thus, the evolution of ESG-aligned innovation logic is further facilitated by field-level mechanisms: actor mobilisation, rhetorical framing, and governance infrastructures. The framework develops three interrelated propositions: (1) the centrality and compatibility of ESG logic within pluralistic innovation ecosystems foster sustainable, inclusive, and legitimate AI-mechatronic systems; (2) HCD acts as an interface that translates ESG logic into culturally situated, ethically grounded design practices; and (3) actor mobilisation, rhetorical framing, and field-level governance mechanisms underpin the institutionalisation of ESG-centred innovation logics in support of circular food economies. We critically evaluate each proposition and provide examples from sustainable food innovation to demonstrate the enabling and constraining conditions for ESG-driven transformation. The discussion presents theoretical implications for institutional logics scholarship, including an expanded conceptualisation of ESG-driven innovation logics, and practical guidance for policymakers and designers seeking to align emerging technologies with circular economy goals. We also outline limitations and avenues for future research, such as tracing ESG logic trajectories over time, developing analytic tools for a human-centred design logic, and interrogating power asymmetries in logic translation. |
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