ABSTRACT
Stricter environmental regulation was noted as a key factor contributing to market opportunity for ‘green’ companies. Desire for a good corporate image is an important motivating factor in the ‘greening’ of industry. For many of the companies, environmental awareness of a key individual was an important but secondary motivating factor in the ‘greening’ of the company. A number of companies indicated that the environmental awareness or concern of the CEO or another key individual was the primary motivation for ‘greening’, with other motivations such as economic benefit of secondary importance. In the bulk of the literature, the environmental concern/awareness and personal commitment of company leaders has not featured regularly among the motivations cited for the greening of industry. Companies have been motivated by the opportunities for competitive advantage afforded by ‘greening’, as well as by savings which can be made through reductions in resource consumption, waste disposal costs, clean-up costs, compensation payouts and penalties.
