Rhetoric and Reality in the Greening of Organizational Culture

Greener Management International, Volume 12: 49-62, 1995

27 Pages Posted: 1 Aug 2015

See all articles by Andrew Crane

Andrew Crane

University of Bath - School of Management

Date Written: 1995

Abstract

Although it is commonly argued that the greening of organisational culture will be essential for sustainable business, little attention has been paid to the feasibility of identifying and deliberately creating a specifically greener culture. This paper assesses the potential for cultural change prescriptions which support the establishment of highly integrative `strong' cultures as a means by which businesses can be greened. It is suggested that cultural unity rarely exists except at its most superficial levels, and also that such cultures may actually prevent the moral reflection by individuals that is required for effective greening. Efforts to deliberately manage culture may ultimately turn out to be misguided and futile. Consequently it is recommended that the concept of organisational culture may be more useful as a way of understanding and interpreting the way in which environmental beliefs and meaning are expressed and transferred inside and around organisations.

Keywords: Organizational culture, corporate greening, sustainability

Suggested Citation

Crane, Andrew, Rhetoric and Reality in the Greening of Organizational Culture (1995). Greener Management International, Volume 12: 49-62, 1995. Available at SSRN: https://ssrn.com/abstract=1677579

Andrew Crane (Contact Author)

University of Bath - School of Management ( email )

Claverton Down
Bath, BA2 7AY
United Kingdom

HOME PAGE: http://www.bath.ac.uk/management/faculty/andrew-crane.html

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