It Isn’t Easy Being Green: Operationalizing Environmental Sustainability

Abstract

There are many perceived obstacles facing a company when trying to include sustainability initiatives into their operations. These perceptions range from the belief that the company cannot afford the initiative to that the initiative will be criticized by outside stakeholders who view it as nothing more than “greenwashing”. Using a hierarchal approach, the following paper presents a roadmap that allows businesses to not only financially afford green initiatives but ultimately embeds a mindset of sustainability into the culture of the organization.