Environmental Performance : Content and Context

We started out with a focus on how companies act when considering the environment in business, but the research took us further than that and led us to the root of our research focus. We are discussing aspects pertaining to the relation of society – and business life, and how human beings perceive the connection to nature. Our initial thought was to study business and how companies handle the environmental context, but the social context appeared to us as well with its strong connection to the environment. The master thesis is written with a respect for the environment and with an aspiration to give a sense of the larger context wherein nature and human itself exist. The environment is a complex issue for companies to handle. The benefits of improving the environmental performance are not always clear, which induces companies with insecurity as to what strategic action should be taken. The development of environmental performance over the years has resulted in certain environmental deeds, which have become institutionalized in different industries. What is considered to be ethically acceptable is not easily established, but it is a term companies are facing more often, especially when companies take actions that give them higher influence on society. Every company can claim to be environmentally friendly, at the same time, consumers are skeptical towards these claims, which complicates sincere attempts of environmental improvements. A company’s reality is constructed by people, and the company has to adjust to the demands people have outside and inside the organization. It is people’s perception of the environment that will state the demands of a company. We have studied three companies and how they handle their environmental performance that is determined by the business context, and the perception the interviewees have thereof. In the environmental area of sustainability, ISO-certification is an industry norm that is created, sustainable forestry is another, but we have realized that the environmental area is not balanced. The norms and expectations of society conflict with business and environmental considerations. That is why some companies are hesitant in initiating environmental action, because environmental initiatives cost, as any investment does, and might not give back tangible benefits