Brennan, Linda, Binney, Wayne, McCrohan, Janelle and Lancaster, Narelle (2011) Implementation of environmental sustainability in business: Suggestions for improvement. Australasian Marketing Journal, 19 (1). pp. 52-57. ISSN 1441-3582

Abstract

If the public face of the Top 30, as expressed in their websites, is not providing evidence of sustainability by implication this is not occurring in practice. This suggests that research into what might be an acceptable common framework for business decision making is urgently needed. Environmental sustainability will not come about through serendipity. If legislation is required to effect change, some upstream marketing may be required. If a code of conduct will provide the framework, this needs to be developed in conjunction with the stakeholders based on some clear theoretically sound principles. However, each of these will require an inter-disciplinary approach. Specifically, we propose that the eight dimensions (Table 1) and their underlying assumptions are tested through further research. These firms may be practising a form of green-washing, either deliberately or otherwise; if so, this practice should be exposed, enlightenment provided and guidelines provided for the various stakeholders.

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