What Drives Firms Towards Green Initiatives?—An Emerging Economy Perspective

Sustainability is fast emerging as the new paradigm of conducting business. With increasing focus on the environmental impact of firms’ operations, there is a need to understand the factors that drive green initiatives of firms. In this work, we aim to understand those factors by studying environmentally friendly initiatives of firms. Our observations, primarily based on the emerging economies of India and China, serve to provide an insight into fast-growing economies which also often face scrutiny for poor environmental performance. We observe and analyse common factors that determine firms’ green initiatives. The work aims to derive insights into environmentally friendly practices of firms in emerging economies and also provides directions for further research in green operations.