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.