Transformations  in
Business & Economics

DEVELOPMENT OF PRO-ECO ACTIVITIES: POSSIBLE MALFUNCTIONS AND SEARCHING INTEGRITY FOR RESPONSIBLE BUSINESS PERFORMANCE
Nijole Vasiljeviene

ABSTRACT. The development of pro-ecological processes goes on under the influence of green business ideas and the pressure from global initiatives, policies and strategies of sustainable development and corporate social responsibility. The essential problem is that in real practice many eco initiatives often turn into environmental troubles, dissemination of false information, green-washing. These malfunctions suggest that irresponsible eco promotion without integrity invalidates any green ideas and eco activities. The aim of this paper is to analyze these problems and to offer a managerial approach to increase the normative power of ecological standards and successfully realize environmental initiatives, while implementing principles of responsibility into organisational practices with ethics toolkit and resorting to integrity management. The author suggests that analysing the problem of green-washing from the perspective of integrity management and solving it under ethics infrastructure could lead to a possibility to get rid of malfunctions, meet pro-ecological norms and standards and eventually fulfill the program of environmental business performance and transform economics towards sustainable development.

KEYWORDS: pro-ecological activities, malfunctions, green-washing, integrity management, ethics tools.

JEL classification: M00, M14.