Assessing green sustainability strategy implications : investing in the future

Abstract

Recent years have seen an increase in the demand for sustainability reflected in organisations, society and academic literature. The overall objective of this study was to examine organisations who actively manage their carbon footprint as part of their sustainability strategy through implementing green initiatives. This research study used a qualitative and exploratory approach of the research method, design, population, sampling method and size and data analysis to strengthen the selected approach for this study. A total of 16 semi-structured, in-depth interviews were conducted which provided a rich perspective and new insights into the area of study due to the knowledge and expertise of each interviewee. The key findings from the research indicated that there are three dominant factors that influence an organisation in order to implement green initiatives in to their sustainability strategy. It was determined that reducing the organisationÕs carbon footprint, the dynamic and forward thinking leadership and the overall image and reputation of an organisation was essential when deciding to implement these green initiatives into the strategy. Through implementing these initiatives the organisation could achieve a sustainable change model, a tipping point towards profitability. This model illustrates the relationship between all the identified factors and conceptualises a method that can be followed in order for organisations to develop an overall ÒgreenÓ sustainability strategy while being profitable. The findings from this research will add in the field of sustainability and the implications green initiatives have on an organisations overall strategy and profitability.