Integrating relationship marketing and sustainability marketing may not be complete without conflict. On the one hand, the principles that shape relationship marketing are not entirely aligned with those that define sustainability marketing. For instance, the emphasis on intensifying profitable business relationships within relationship marketing may conflict with the rest of business relationships and resilience that sustainability marketing advocates. On the other hand, tensions may arise, particularly when the demands a company places on stakeholders for a functioning relationship-oriented sustainability marketing approach conflicts with stakeholders' expectations. Building on existing literature reviews of sustainability-related tensions, this chapter categorizes the various forms of tensions that companies may face when implementing relationship-oriented sustainability marketing. It also presents theoretical frameworks to explain the emergence of these tensions, facilitating the identification of conditions under which they are likely to occur. Additionally, the chapter provides insights into potential stakeholder reactions to these tensions, with particular emphasis on Corporate Social Responsibility (CSR), and focuses on the micro and meso levels.