ABSTRACT
This chapter assesses the potential for cultural change prescriptions that support the establishment of highly integrative 'strong' cultures as a means by which businesses can be greened. Although it is commonly argued that the greening of organisational culture will be essential for sustainable business, little attention has been paid to the feasibility of identifying and deliberately creating a specifically greener culture. Subcultural awareness by managers can stimulate a more fertile environmental dialogue by establishing 'the clear mandate to question', thus breaking down the personal moral cloaking and veneer of conformity that tends to characterise the rhetoric of corporate culture. The culture presented in corporate communications might have little to do with the everyday reality of people inside the organisation because the very notion of the organisation having a certain specified culture is problematic in itself. Essentially, the message from environmental literature is clear: improved environmental performance requires greener corporate cultures.
