WEB SITES AS A TOOL OF CREATING VALUE AND GREEN IMAGE: THE CASE OF ISTANBUL STOCK EXCHANGE
Keywords:Green Management, Green Image, Content Analysis, Worldwide Web
During the past few years, new concepts like Green Management, Green Products, Green Company, Green Government, Green University, Green Image have been introduced in management literature as a result of the increase in interest regarding social responsibility issue.
Taking into account the ever-increasing prominence of environmental management in world, firms are facing growing pressure from stakeholders to become responsible and greener. In fact, social responsibility in general and green management in particular, is becoming an integral part of firm activities. In this regard, firms are enforced to communicate their environmental activities and interests to society, which leads to image of a “green company”. Thus, green image provides a defendable competitive advantage that cannot be imitated and maintains valuable relationships with critical stakeholders.
In the modern world, internet is widely used as a tool for communicating with stakeholders in relation to company’s social responsibility and green activities. From this point of view, we designed our research as an exploratory study to gain an insight into green image communication through web sites in Turkey. The main reason to conduct such a study is that there is limited research devoted to web sites as a communication medium for developing a green image. In our study, we focused on the web sites of 100 companies from various sectors, which are quoted on the Istanbul Stock Exchange. We focused on related key words that lead a customer to content that might indicate the company is a “green” one. After conducting the content analysis, sixteen dimensions regarding green company were determined and activities related to these dimensions were discussed thoroughly.
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