Environmental Sustainability in Large Firms and SMEs in Cyprus

Abstract

The chapter begins by defining corporate social responsibility and explains its close relationship with environmental sustainability. Then discussion focuses on defining and explaining the underlying principles of environmental sustainability and examining it from a marketing orientation perspective arguing that a strong marketing orientation has the potential to motivate businesses to engage in environmentally sustainable business practices. The chapter then provides some empirical evidence derived from an exploratory case study carried out in Cyprus aimed at revealing the perceptions and experiences of managers of four large and four SMEs regarding the practice of environmental sustainability.