The research shows managerial perceptions about corporate sustainability in Indian companies

1. “Disclosing your green
side: Managerial
perceptions and
awareness about
corporate sustainability
initiatives in Indian
companies”
Saroj Datar
JDBIMS, SNDT University, Mumbai
Chennai 4-5 Jan,2014

2. Corporate sustainability
It is defined as a company’s delivery
of long-term value in financial,
social, environmental and ethical
terms.
It depends crucially on human
resources both inside and outside
corporations, especially on their
capabilities to be future
generators of sustainable values
for business and society at large.
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3. ESG (environment, social and
governance) dimensions of business
 Organizations need to maintain a delicate
balance between managing scares
resources, reducing their operational
impact on society and environment
without compromising the economic
viability as a business firm.
 The main contributors to effective
governance are the leaders, decision
makers, and the implementers of the
sustainability policies and initiatives
related to these three dimensions.
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4. Requirements for implementing
sustainability activities
 Build the receptive culture towards
adopting sustainability initiatives.
 Sensitize employees about these
initiatives
 Create awareness about benefits of its
implementation and impact on
organizational outcomes.
 Provide incentives to employees for
undertaking such initiatives
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5. Focus of the study
 The involvement and importance
given to sustainability initiatives by
the employees at various levels in the
Indian companies.
 The sustainability activities undertaken
by companies to increase awareness
of the managerial level employees towards
sustainability initiatives
 The various incentive a company
provides for undertaking sustainability
initiative
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6. Methodology
 Exploratory study
 Primary research conducted through a
survey questionnaire
 Questions about sustainability initiatives,
awareness building activities, involvement
at 3 levels & incentives given by
companies.
 Responses collected from 217 Indian
companies (161 were BSE listed
companies)
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7. Companies by Industry
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8. Turnover of companies
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9. Post of sustainability officer
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10. Sustainability officer reporting to
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11. Incentives provided by the companies
Credit points in appraisal (69)
Special appreciations by top
authorities (69)
 Recognition through company
publication (67)
 Certificate of merit (68)
 Personal mail/letter by CEO (54)
 monetary benefit (62)
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13. Employee involvement at 3
levels
High Involvement at:
Top Level - (97 Co.)
Middle Level - (81 co.)
Lower Level - (77 Co.)
It does not indicate any clearer
inclination between the three levels
of employees in the organization.
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14. Preferred awareness building activities
 Overall company preference
 5 most important activities:
 No. 1 Inclusion in vision, mission and objectives
 No. 2 Providing training, workshops for employees
 No. 3 Undertaking training sessions
 No. 4 celebrating earth / environment day
 No. 5 Inclusion in Induction program
 While the 3 least important activities were
 organizing film, video shows
 organizing slogan completion, brainstorming sessions
 Conducting carbon foot printing for employees
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15. Findings
 There is no clear inclination about the employee
involvement at various levels for sustainability
initiatives
 Credit points in appraisal ,Special appreciation by
top authorities and Certificate of merit was most
desirable incentives. Monetary benefits were not
so important.
 Inclusion of sustainability in vision, mission,
Providing training were most preferred while
carbon foot printing, film shows, case study were
not.
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16. conclusion
 This study shows that the Indian companies are
implementing various sustainability initiatives and
are ready to undertake positive actions to build
employee awareness related to sustainability
issues.
 The intensity of involvement from top, middle
and lower level does not give clear picture.
 The incentives provided for such activities are in a
nascent stage at present.
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17. Thank you.
Saroj Datar
Sarojdatar@gmail.com
JDBIMS, SNDT University Mumbai