GREEN STAKEHOLDERS: INDUSTRY INTERPRETATIONS AND RESPONSE*

Abstract

This paper argues that industrial responses to ‘green’ pressures may fruitfully be explored using a stakeholder framework. However, the common view of an objective configuration of stakeholders is replaced with one that favours an interpretive perspective. Managers are viewed as crucial mediators of stakeholder influence; how they identify, define and construct stakeholders is an important feature of the meaning of greening and an industry's subsequent response. A qualitative study of managers in four UK industries - supermarkets, automotives, power and chemicals - is reported. the effect of a small number of stakeholders - campaigners and regulators - is examined in some detail, distinguished differentially according to their perceived legitimacy and the threat they pose to industry. Also examined is the large group of traditionally powerful stakeholders - customers, creditors and employees - who fail markedly to impact on industry's greening. the implications of the findings for pro-environmental change and stakeholder theory are discussed.