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Green Branding and the Moral Expectation of the Firm October 12, 2007 Caroline D Ditlev-Simonsen Norwegian School of Management

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Presentation on theme: "Green Branding and the Moral Expectation of the Firm October 12, 2007 Caroline D Ditlev-Simonsen Norwegian School of Management"— Presentation transcript:

1 Green Branding and the Moral Expectation of the Firm October 12, 2007 Caroline D Ditlev-Simonsen Norwegian School of Management caroline.d.ditlev-simonsen@bi.no

2 Societal development Moral expectations towards companies caroline.d.ditlev-simonsen@bi.no Moral reality among individuals

3 Private individuals opinion 58% of the general public across Europe feel that industry and commerce do not currently pay enough attention to their social and environmental responsibilities. Source: European Study on CSR (12,162 general public across Europe), MORI 80% of leaders and youth are of the opinion that companies must assume more corporate responsibility. Source: MMI og Dagens Næringsliv survey, January 2005 44% of European consumers surveyed are willing to pay more for environmentally and socially responsible products. Source: MORI/CSR Europe, 2000 caroline.d.ditlev-simonsen@bi.no

4 Corporate Responses Development of new environmentally friendly products Increased number of Sustainability Reports / Transparency Participate in the sustainability debate Collaborate with non-governmental organizations Pursue sustainable initiatives …… but how green can a polluting company become?? caroline.d.ditlev-simonsen@bi.no

5 Reality = The market “Moral stops at the pocketbook. ” Devinney et al., 2006 “Normative influences do not automatically translate into behavior.” Journal of Marketing, 1997 Future generations? MBA students think business leaders’ motivation is solely to increase profit when pursuing corporate responsibility. MBA students thinks business leaders’ motivation should be to contribute to sustainable development. caroline.d.ditlev-simonsen@bi.no

6 The film – Sustainable Development Students Challenges Business Leaders Developed by: University of St. Gallen and BI Norwegian School of Management Supported by the Norwegian Ministry of Foreign Affairs Pharmaceutical sector (Novartis) Energy sector (Statoil and Petrobas) Shipping sector (Wilhelmsen) Finance sector (Storebrand and FormaFutura) caroline.d.ditlev-simonsen@bi.no

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