Ökologieorientierung und ökologischer Erfolg

The reasons for the integration of ecological aspects in management decisions do not directly result from the perception of the ecological scarceness by the company itself. The impetus for the integration comes from the stakeholders. The stakeholders can influence management decisions either by legal obligations, by economic considerations or by a moral-ethic body of thought. An empirical study of 483 companies in Germany shows that eco-orientation is not a prior goal of the companies, but in the long-run they see a positive relation between eco-orientation and competitiveness, one of the priorities. When the relation between ecological and economic goals is examined, it is obvious that there are already measures for the economic goals or success, whereas for the ecological success they still have to be developed within the companies.