Green Corporate Identity: Employee Awareness in a Manufacturing Company

Abstract

With the introduction of the United Nations Sustainable Development Goals, Greening has become the ethos of the business
world, particularly in manufacturing companies. However, a very few manufacturing companies meticulously exhibit their
environmental commitments. Accordingly, Green Corporate Identity (GCI) is the strategically designed unique identity
of a company that communicates its environmental commitments to its stakeholders. The paper intends to understand
the employee awareness of GCI in manufacturing companies. The study is exploratory in nature, employing quantitative
analysis with primary data gathered using survey questionnaire from employees of a leading manufacturing company with
a Green policy. One sample t test was performed to understand the employee awareness of GCI, and Multi-Dimensional
Scaling Techniques (ALSCAL) was used to understand the level of awareness of each component of GCI among employees
across the selected departments. The study reveals that employees are aware of their company’s GCI but do not have a
comprehensive understanding of all aspects of GCI. As the previous research studies on the field of GCI in India are scarce,
the paper presents the emerging concept of Green Corporate Identity in the Indian context to address the relevance of
creating a Green identity to achieve environmental objectives of companies with the support of all its stakeholders.