Abstract and Keywords
This article addresses New Corporate Environmentalism (NCE) through the lens of organizational culture and symbolic organizational theory (SymOT). It provides theoretical material on greening organizational culture that is helpful in understanding the response of contemporary business to environmental problems. Several cultural manifestations of organizational greening are explained. SymOT treats organizational culture as a root metaphor not a variable. According to SymOT, organizations are symbol-processing systems. The eight cultural manifestations that are essential to conducting a symbolic analysis of organizational greening activities are explained. Each of these cultural manifestations has the potential to represent superficial and even fraudulent greening activity, and also the potential to represent environmental stewardship that can support claims of genuine progress. Future research on corporate environmentalism and symbolic management is finally reported.
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