This paper explores the contextual factors that promote and inhibit firms? motivations to adopt a voluntary environmental initiative that is good for the environment but does not provide a clear competitive or legitimating benefit to the firm itself. Using green electricity (e. g. , wind, solar, small hydro, and biomass) as an example of such an initiative, the study uses qualitative research to investigate the willingness of 20 Canadian businesses to voluntarily adopt green electricity for at least a portion of their total electricity requirements. <br /><br /> Although the corporate ecological responsiveness literature reveals that external factors (e. g. , economic, government, infrastructure), organizational factors (e. g. , industry cohesion), and individual factors (e. g. , leadership, individual interest, manager discretion) can all affect the types of environmental projects that firms will adopt, in the case of green electricity the external factors were the more significant obstacles to it being perceived as a viable means to improve corporate environmental performance. In firms currently using green electricity, these obstacles were largely overcome by the successful efforts of an internal champion motivated primarily by individual values. An important aspect of the champion?s success is her ability to attach her personal interest to a tangible business issue. This task is in turn aided by proactive or sustaining corporate environmental strategies that formalize continual environmental improvement processes and are predisposed to evaluating the success of an initiative on more than its financial or legitimizing contribution to the firm. <br /><br /> Based on these findings, the thesis concludes that the two most important factors associated with the willingness of firms to adopt an initiative that is good for the environment but not necessarily good for the firm are the development of decision-making criteria that extend beyond the bottom-line and the capability of concerned individuals to legitimize the initiative within the firm.

This paper explores the contextual factors that promote and inhibit firms? motivations to adopt a voluntary environmental initiative that is good for the environment but does not provide a clear competitive or legitimating benefit to the firm itself. Using green electricity (e. g. , wind, solar, small hydro, and biomass) as an example of such an initiative, the study uses qualitative research to investigate the willingness of 20 Canadian businesses to voluntarily adopt green electricity for at least a portion of their total electricity requirements. <br /><br /> Although the corporate ecological responsiveness literature reveals that external factors (e. g. , economic, government, infrastructure), organizational factors (e. g. , industry cohesion), and individual factors (e. g. , leadership, individual interest, manager discretion) can all affect the types of environmental projects that firms will adopt, in the case of green electricity the external factors were the more significant obstacles to it being perceived as a viable means to improve corporate environmental performance. In firms currently using green electricity, these obstacles were largely overcome by the successful efforts of an internal champion motivated primarily by individual values. An important aspect of the champion?s success is her ability to attach her personal interest to a tangible business issue. This task is in turn aided by proactive or sustaining corporate environmental strategies that formalize continual environmental improvement processes and are predisposed to evaluating the success of an initiative on more than its financial or legitimizing contribution to the firm. <br /><br /> Based on these findings, the thesis concludes that the two most important factors associated with the willingness of firms to adopt an initiative that is good for the environment but not necessarily good for the firm are the development of decision-making criteria that extend beyond the bottom-line and the capability of concerned individuals to legitimize the initiative within the firm.

For many years, the development of an Emissions Trading Scheme to mitigate against climate change has been one of the most controversial political issues in New Zealand, particularly since the obligation for emission reduction is placed on some of New Zealand‘s most productive organisations. This thesis explores the variation in corporate responses to climate change and searches for the underlying drivers which motivate and/or inhibit action. A sample of organisations obligated to reduce emissions under the New Zealand Emissions Trading Scheme was selected, and interviews were conducted with senior managers with designated responsibility for the issue. A narrative analysis of interview transcripts was used as the methodology. The Bansal and Roth (2000) Model of Corporate Ecological Responsiveness was selected as a framework to consider the motivating logics (including competitiveness, legitimacy, and social responsibility) emerging from the narratives, and insights from other theoretical models applied. In some cases, the findings were explained in ways anticipated by the literature. But in other cases, the results diverged from expected outcomes. Competitiveness was the most commonly attributed motivation influencing corporate responses to climate change, followed by legitimation seeking and, least frequently, social responsibility. However, it was clear that most responses, and actions, were informed by mixed motives, rendering the Bansal and Roth model insufficient for capturing the complexity of organisational motivations underlying their responses to environmental issues. Factors of influence, particularly issue salience of consumers, played an important role in determining similarities and divergence of response to climate change issues. Where there were synergies between the factors, it encouraged proactive organisational actions. The results showed a range in managerial attitudes and organisational responses to climate change, in relation to risks and opportunities. Some results suggested that organisations respond in similar ways to climate change based on a convergence of institutional pressures, whereas in other cases organisations seemed to be driven to seek a competitive advantage in being as different as legitimately possible, leading to a divergence in responses. This research revealed that political and market uncertainties were seen as a barrier to corporate response. Where synergies existed between economic, institutional and market forces, it was attractive for firms to innovate and differentiate. Overall, the insights gained from this study may provide a greater understanding of the concerns of the business community towards climate change and what conditions will be most conductive to encouraging corporate climate change action.