Conversion to a fossil free industry : Investigating certifications as motivatorsfor pro-environmental initiatives

Climate awareness is growing every day and pressure and expectations of powerful measures from companies are increasing. At the same time, the incentives for many companies to address climate change are small due to limited economic benefits. This master thesis will therefore examine how external certificates that address carbon neutrality can act as a motivator for more sustainable environmental initiatives. The work will also examine the important success factors that exist regarding the design of environmental certificates. The study was conducted through qualitative semi-structured interviews with representatives from several large companies and pro-environmental organizations. Through a detailed analysis, the results showed that an external certificate can strengthen a company's legitimacy and competitiveness, which in previous studies have proven to be motivators for increased environmental initiatives. The certificate itself cannot, however, be seen as a motivator. The conclusion further showed that a global standard is more sought after than a certificate. The study also resulted in the identification of three cornerstones for a successful certificate. These are: working with a credible NGO to achieve high credibility, base all criteria on research, and take into account the views of the industry. Three separate in-depth technical advancement studies have also been carried out and are presented separately in the appendix