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Promoting corporate sustainability on the web
Date:11/8/2011

Almost three-quarters of Standard & Poor's top 500 US companies mentioned one or more sustainability programs on their websites. A new study shows that the largest companies are doing so in order to attract and maintain a profitable customer base rather than to actually incorporate and promote sustainability. Nevertheless, the side effect of their promotional efforts may be to boost such efforts within their company and have an impact on increasing adoption across various industries and services.

Brothers Nathan Heinze of Saint Petersburg College in Clearwater, Florida, and Timothy Heinze of California State University, Chico, have used impression management theory and ten organizational categories uncovered in previous research to assess the websites and environmental efforts of 500 leading US companies. Writing in the International Journal of Global Environmental Issues, the researchers explain that in the current economic climate of austerity measures, crippling national debt and ultra-competitive markets, companies must use every opportunity available to them in order to survive and to stay competitive. "Implementing sustainability programs and featuring them on their websites is a method to help reach that goal, besides the possible cost savings and benefit to the environment," the team says.

They found that sustainability efforts and the promotion of those efforts via the web various across industries from financial, information technology, healthcare, heavy industry, energy, utilities, materials and telecommunications. They found, for instance, that in 2008, fewer than half of companies noted energy-saving efforts on their websites, while by 2011, that proportion had risen to two-thirds. They add that over one third of companies (36%) have chemical waste programs in place, and almost the same percentage (31%) support biodiversity program, both increases from 2008 levels of 30% and 24%.

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Contact: Nathan Heinze
heinze.nathan@spcollege.edu
727-791-2704
Inderscience Publishers
Source:Eurekalert

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