University of Vaasa - Vaasan yliopisto

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In the light of the survey one may conclude that a vast majority of actions taken by
companies and labelled as CSR are motivated by both willingness to improve
environmental performance and expected benefits or a pressure exerted by interest
groups. However, sometimes environmental soundness is altogether non-existent.
Figure 2 shows identified motifs leading to corporate environmentalism (one may
assume they lead also to corporate social performance). The most frequent motifs are
located at the base of the pyramid; they tend to be less popular as the pyramid goes
up.
By implementing and certifying EMSs, businesses usually expected building up a
good image and reinforcing their brands’ positions. Organizations are aware of the
fact that a good reputation and the trust of the other market players is key in
successful business operations. Another important aspect is pressure applied by
various groups of stakeholders who impose corporate conduct directly or indirectly.
These stakeholders include state and local authorities, other businesses, the
company’s customers and local communities. Businesses are willing to gain or
reinforce legitimacy as failure to take action may undermine their long-term survival
or license to operate. Some businesses expected that implementation of EMSs would
result in specific financial benefits like cost reduction, increased market share as well
as domestic and foreign sales growth.
Figure 2. Pyramid of motives leading to CSR-labelled activities
Source: author’s own diagram.
There is also a group of businesses implementing EMSs to imitate other companies’
behaviour, without being fully aware of the purpose behind the system or the related
profit and loss account. This is how businesses attempt to minimize the risk related to
information asymmetry and operating in uncertainty. Companies are afraid that their
failure to take such actions may result in losing trade partners and customers. They
are unable to assess the risk yet they decide that the costs related to implementing