1
ENVIRONMENTAL ISSUES IN CSR – A CASE STUDY OF REPUTED CORPORATE HOUSES IN INDIA
DR. SAPNA.M.S Assistant Professor
Department of Communication and Journalism University of Mysore
HARSHA.P Research Scholar
Department of Communication and Journalism University of Mysore
Abstract:- Environmental Communication is defined as any kind of environmentally relevant information flow which involves both communicators and audiences and is achieved through coding, effective message delivery and interactive listening. Types of information flows are, for example, face to face communication, public discussion, debate and mediation, publications, mass media communication, marketing of environment-related information and digital communication through the Web. Environmentally relevant information is considered to be all information related to environmental media (air, climate, water and soil) and to sources of environmental impacts (solid/liquid waste, transport, climate, genetic resources, hazardous substances, nuclear radiation etc.).
Keywords: CSR, Environmental Initiatives, Environmental Communication, CSR Activities
INTRODUCTION
Corporate social responsibility (CSR) is a topic that is increasingly capturing the interest and imagination of people in the business world.
However, despite all of the attention that has been given to this issue, there is still much confusion and many misperceptions surround it.
CSR is not all about philanthropy or doing charity services for the community. This is not to say that such activities are unimportant. These actions on the part of a firm can help establish good relations with community members and leaders; however philanthropy and related actions are at best superficial manifestations of CSR. Restricting CSR to philanthropy can even have a negative impact on the organizational climate. For example, employees may become cynical if it becomes apparent that while the organization is generous in terms of charities, it does not express adequate sensitivity to working conditions or employees' safety; the public might become critical if it
2
turns out that the organization does not show responsibility to environmental issues.
In order to understand CSR, one must consider the holistic attempt, on the part of a firm, to engage and conduct a meaningful dialogue with a wide spectrum of constituents or Stakeholders. The Stakeholders are any individual or group, that might affect or be affected by the organization's activities.
Examples to stakeholders are employees, suppliers, contractors, customers/clients, shareholders, government, community leaders and non- governmental organizations.
Environmental communication refers to the study and practice of how individuals, institutions, societies, and cultures craft, distribute, receive, understand, and use messages about the environment and human interactions with the environment. This includes a wide range of possible interactions, from interpersonal communication to virtual communities, participatory decision making, and environmental media coverage.
Environmental Communication (EC) is usually connected with environmental education, public participation and environmental politics. More generally, EC is the communication of environmental data and information between various audiences using different media. Such communication is the foundation for establishing relationships between people and the environment and a means for enhancing environmental literacy and sustainable environmental practices.
Literature Review :
According to Grayson & Hodges (2004) Corporate Social Responsibility (CSR) is a concept whereby organizations consider the interests of society by taking responsibility for the impact of their activities on customers, suppliers, employees, shareholders, communities and other stakeholders, as well as the environment. This obligation is seen to extend beyond the statutory obligation to comply with legislation and sees organizations voluntarily taking further steps to improve the quality of life for employees and their families as well as for the local community and society at large. This tendency of adopting a self imposed responsibility is originated by a gradual concern by the stakeholders in the company‟s activities, especially those ones which may have negative consequences when carried out. And in the oil industry the possibility to incur in activities with dangerous outcomes is quite high.
G & H (2004) further argue that since CSR activities are demanded to a great extent by the stakeholders, it is possible to see CSR activities as originated by a pull process instead of a push one. It is a response to a precise need of the customers, the need to act ethically. This leads to the consideration
3
that companies, when promoting CSR, have to adapt themselves to the market in this case to all company´s stakeholder. As a matter of fact, in marketing, when a product is pull driven (production of a service or product is only demanded by consumers and does not originate as an idea from the producer), the producer has to fulfill the request of the consumers, by creating the product or service needed and to shape it according to the customers. This is exactly what CSR aims at. It is likely, therefore, that sections regarding CSR web pages are created to accomplish this goal. In this regard it is expected that companies know accurately the consumers attitude toward CSR.
CSR importance and its relevance today
The amount of information available to customer about the company, product, brand globally through easy accessible and available mode of information; internet, communication, customer wants to buy product from trusted brand, employee want to work for the company who respect them, NGO‟s want to work with company who work with the same vision for the benefit of the people. As said by Peter Duker “The 21st century will be the century of the social sector organization. The more economy, money, and information become global, the more community will matter.” (Corporate watch report, 2006).
According to strategic corporate social responsibility by William B.
Werther, David Chandler there is three trends which are going to have importance in future are:
Increasing Affluence: Customer from elite level can afford to buy and pay more for premium brand but the poor customer might not be willing to pay so much for brand, instead they would prefer to spend their money on business which can take their business to much better level.
Changing social expectation: Its natural that customer expect more from the company whose product they buy but with recent controversy and scandal of company has reduced the trust and confidence in the regulatory body and organization which manage the corporate.
Globalization and free flow of Information: With growing trend of media and easy access to information through mobile, TV even the minor mistake of the company is brought in public in no time, this sometime fuels the activist group and likeminded people to spread message which can lead to situation like boycott of the product.
Objective of the Study;
1. To study the various Environmental initiatives of the companies under the study
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2. To analyze the contribution of various stakeholders of the organization towards Environment.
3. To identify the various channels used by the companies to promote Environmental Issues among the employees.
Profiles of the Companies Hewlett Packard
Hewlett-Packard Company or HP is an American multinational information technology corporation headquartered in Palo Alto, California, United States. It provideshardware, software and services to consumers, small and medium-sized businesses (SMBs) and large enterprises, including customers in the government, health and education sectors.
HP was started by Stanford engineers William Hewlett and David Packard (Packard) in Palo Alto in the state of California in 1938 as an electronics instruments company. The first product manufactured by HP was a resistance capacity audio oscillator, an instrument for testing sound equipment. In the 1940s, HP's products became popular with scientists and engineers.
Hewlett Packard India was established in 1988. India is one of the largest and most diverse sites for Hewlett Packard (HP) outside of the United States. HP offers its consumers a wide range of products and services from digital photography to digital entertainment and from computing to home printing. Hewlett Packard India has its Headquarters in Bangalore.
The Hewlett Packard – Compaq merger in 2002 created the largest PC company in India with the revenue of Rs. 35 Billion an a combined 17% of market share in India.
PHILIPS
Royal Philips Electronics of Netherlands is a diversified health and well being company focused in improving people‟s lives through timely innovations.
Philips as a world leader in Healthcare, Lifestyle and Lighting, Philips integrate technology and designs into people centric solutions based on fundamental customer insights and the broad promise of “Sense and Simplicity”.
Headquartered in Netherlands, Philips posted 2013 sales of EUR 23.3 Billion and employees approximately 1, 50,000 people in more than 100 countries. The company is a leader in Cardiac Care, Acute Care and Home Healthcare, Energy Efficient Lighting Solutions and New Lighting applications as well as male shaving and grooming and oral Healthcare.
ITC Group
ITC is one of India's foremost private sector companies with a market capitalisation of US $ 45 billion and a turnover of US $ 7 billion. ITC is rated
5
among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine and among India's Most Valuable Companies by Business Today. ITC ranks among India's '10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week.
ITC was incorporated on August 24, 1910 under the name Imperial Tobacco Company of India Limited. As the Company's ownership progressively Indianised, the name of the Company was changed from Imperial Tobacco Company of India Limited to India Tobacco Company Limited in 1970 and then to I.T.C. Limited in 1974. In recognition of the Company's multi-business portfolio encompassing a wide range of businesses - Fast Moving Consumer Goods comprising Foods, Personal Care, Cigarettes and Cigars, Branded Apparel, Education and Stationery Products, Incense Sticks and Safety Matches, Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business and Information Technology
Grandi Malikarnjuna Rao Group (GMR)
Grandi Mallikarjuna Group (GMR) was established in 1978, in Bangalore, Karnataka. This GMR group has completed three decades of successful professional innings in the vital sectors of the national development such as Airports, Energy, Highways, Urban Infrastructure and Agri-Business.
The core business of the group is in the sectors of infrastructure comprising of Airports, Energy and Urban Infrastructure. The group is actively engaged in the areas of Education, Health and Community services through its foundation, referring its grass root presence as a change agent of society in the field of Corporate Social Responsibility (CSR). A dedicated division - the GMR Varalakshmi Foundation, manned by committed professionals, oversee and manage these projects across the country.
The key values, belief of GMR group includes humility, learning, entrepreneurship, teamwork and relationships‟ social responsibilities and respect for individuals. Their vision is to build entrepreneurial organizations that make a difference to society through creation of value.
Environmental Initiatives of the Companies under Study Hewlett Packard
Energy Efficiency:
HP developed products that used energy efficiently thereby reducing their harmful impact on the environment. By developing such products, the company also helped customers save money. One of HP's products, the Blade
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PC used low-voltage processors, which made the PC ten times more energy efficient than a normal desktop PC.
Materials Innovation:
HP sought to reduce the harmful environmental impact of its products by reducing the number of materials; reducing the toxic materials in products and also through product innovations. For instance, one of HP's products All-in- One (AIO) combined a printer, a scanner, a copier and a fax machine into one single unit. This helped the company to reduce the number of materials used in these products by 40%, as some of the components in the individual products were the same.
Design for Recyclability:
Since the early 2000s, HP began to design products that could be easily recycled in the future. For instance, HP designed products in such a manner that most components could be removed and separated. Components were molded in such a way that they could be snapped in together doing away with the need for adhesives. Component parts were marked so as to enable identification and separation at the time of recycling. Molded-in colors and finishes were used instead of paints, coatings or plating. As an example, it was earlier a problem to recycle cartridge parts due to the use of an adhesive, which formed a very strong bond between the component parts. By designing snap-in parts, HP increased the recyclability of the cartridges by as much as 25%.
Philips
On the occasion of World Environment Day 2013, Philips Innovation Campus (PIC), has sponsored a bio-gas plant to generate energy equivalent of 50 kgs of LPG/day for the cooking of mid-day meals at Akshaya Patra Foundation‟s Vasanthpura kitchen.Bio-gas which typically refers to the gases produced by the breakdown of organic matter in the absence of oxygen is a renewable energy source, like solar and wind energy. Furthermore, this bio-gas plant will use the 1 ton of wet waste in the form of vegetable peel generated at the Vasanthpura kitchen to produce the bio-gas fuel. PIC, in line with its objective of reaching out to the community, has sponsored this project to enable Akshaya Patra Foundation to be more energy efficient and reduce its carbon footprint. It continues its voluntary work in the area of education.
Last year the CIT team had organized a Sapling Plantation Drive, where volunteers from PIC planted 100 saplings at Banneghatta, near Bangalore, ensuring that the community they live in have a greener tomorrow!
ITC
Social & Farm forestry:
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ITC's social & Farm forestry program emerged in response to its challenge to source effective pulp wood from sustainable sources to enhance its competitiveness. Instaed of taking easier route to importing pulp, ITC innovatively leveraged it's pulpwood requirements to provide sustainable livelihood opportunities to poor and tribal marginal farmers, by assisting them to convert their private wastelands into productive pulpwood plantations. High yielding, disease resistant and site specific clones are developed in ITC's research center.
This program has not only created sustainable source of livelihood for a large no. of disadvantaged sections of society but has also bought in a multiplicity of benefits by creating a large green cover that contributes significantly to groundwater recharge, soil conservation and carbon sequestration.
Integrated Watershed Development:
Integrated Watershed DevelopmentRecognising the vital role that role plays in the rural economy, ITC promotes watershed projects in waterstressed areas providing precious water resources for agriculture and rural communities and livestock. Based on a participatory approach, the programme facilitates building, reviving and maintaining water harvesting structures as well as management of water resources to reverse land degradation, provide critical irrigation and increase agricultural productivity.
Integrated Agricultural Development:
Integrated Agricultural Development The programme promotes a combination of solutions for optimizing water management and enhancing farm productivity. Farmers are motivated to form agri-business centers, enabling them to pool knowledge and resources, have access to quality inputs on time and improve productivity and quality.
Livestock Development:
The program assists small landless farmers to upgrade livestock quality through cross-breeding by artificial insemination to boost milk productivity by a factor of 6 to 9 times, lading to a threshold increase in household incomes and thereby an improvement in their economic status. Following graph shows average increase in milk productivity due to cross breeding:
GMR Group
Rajiv Gandhi International Airport -Shamshabad, Hyderabad:
GMR Hyderabad International Airport Limited (GHIAL) consider environmental protection as an integral part of our business and are committed to conducting our business in an environment-friendly and sustainable manner, in line with our Vision, Mission, Values and Beliefs and
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Corporate Policies. As part of this commitment, we have taken the following green initiatives:-
Greening the Airport:
To maintain ecological balance at Rajiv Gandhi International Airport (RGIA), green belt has been developed in an area of 273 hectares with various plant species and 971 hectares of natural greenery has been left undisturbed.
RGIA received the best landscape award from the State Govt. in the years 2011 and 2012. We also won it in 2013 and 2014.
Energy conservation:
RGIA has achieved energy saving of 3.97million kWh (kilowatt hour) in the last two years from various energy conservation practices, thus reducing carbon footprint by about 3331 tons. RGIA received “Certificate of Merit” in National Energy Conservation Awards 2011 from Bureau of Energy Efficiency, Govt. of India for its achievements.
Green Buildings:
The RGIA Passenger Terminal Building has „Leadership in Energy and Environmental Design‟ (LEED) certification for its unique design, which allows maximum natural lighting, and other features that enable optimal use of energy and water.
Wastewater re-use & recycle:
Wastewater is being treated in Sewage Treatment Plant (STP) at site and being reused for flushing and plantation. Sludge from STP is being used as manure.
Rainwater harvesting:
At RGIA, the rainwater net recharge is estimated at 1.729 million cubic metre per annum. Surface water use and several water saving measures contribute to water conservation.
Solid waste Management:
Food waste generated from the airport is converted as compost on the site. Compost is used as manure in place of Chemical Fertilizers. Paper and plastic waste are handed over to recyclers for reprocess and reuse.
Environmental Quality Monitoring:
Environmental quality monitoring is being done in and around the airport at 10 locations. The ambient air quality and noise levels are well within the regulatory norms.
Environment Community Support:
GMR has a CSR arm – GMRVF. The Foundation works in several surrounding villages with the aim of participatory rural development and
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strengthening of village communities and their institutions. Several vocational training programs are conducted for youth.
Some key training programs targeting towards environmental conservation include making of jute bags and training for landscape maintenance. The foundation also conducts awareness programson environmental conservation for school children.
Environmental Promotion:
RGIA very actively promotes environmental awareness to the airport community and to the passengers by observing various days like World Environment Day, World Forestry Day, Ozone Layer Protection Day, Earth Day, etc., .
RGIA has bagged the Center for Asia Pacific Aviation's (CAPA) newly instituted award in the category, "Best Airport Environmental Performance of the Year 2009".
Contribution of various stakeholders of the organization towards Environment.
Customers Loyalty Im pro
ve me
nt in any one of En
vi Init iati ve
Respons es
Organization
Tot H al
P IT
C
Phili ps
G M R
Cu sto me rs Loy alt
y Ag
re e
Fre que ncy
5
0 3 4 79 13 6 Per
cen t
7 8.
1
% 5.
7%
6.7
% 91
.9
% 51.
7%
10 Di
sa gr ee
Fre que ncy
1
4 50 56 7 12 7 Per
cen t
2 1.
9
% 94
.3
%
93.3
% 8.
1%
48.
3%
Test statistics: CC=.623 p=.000;
From the above table it was found that 136 (51.7%) respondents agree that the Customers Loyalty has improved environmental initiatives in the company.
127(48.3%) respondents are disagree that the Customers Loyalty has not improved Environmental Initiatives in the Company. Further the contingency table revealed a significant association (CC=.623;P=.000). When we bifurcate this 136 (51.7%) according to organization wise GMR stands first with 79 (91.9%) respondents followed by HP with 50 (78.1%) respondents, Philips with 4 (60.7%) and lastly ITC with 3 (5.7%) respondents agree Customers Loyalty has improved Environmental Initiatives in the Company
Community Relations Impr ovem
ent in any one of Envi Initia
tive
Respons es
Organization
T ot HP IT al
C P hi
li p s
G M R
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Agre e
11 Com
muni ty Relat
ions Agr
ee Fre
qu enc
y
61 4 7
5 4 46
2 0 8 Per
cen t
95.
3%
8 8.
7
% 9 0.
0
% 53
.5
% 7 9.
1
%
Dis agr ee
Fre qu enc
y
3 6 6 40 5 5
Per cen t
4.7
% 1 1.
3
% 1 0.
0
% 46
.5
% 2 0.
9
% Test statistics: CC=.405
p=.000;
From the above table it was found that 208 (79.1%) respondents agree that the community relations has improved Environmental Initiatives in the Company.
55(20.9%) respondents are disagree that the Community Relations has not improved Environmental Initiatives in the Company. Further the contingency table revealed a significant association (CC=.405;P=.000). When we bifurcate this 208 (79.1%) according to organization wise HP stands first with 61 (95.3%) respondents followed Philips by with 54 (90%) respondents, ITC with 47 (88.7%) and lastly GMR with 46 (53.5%) respondents agree Community relations has improved environmental initiatives in the company.
NGO Relations
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Axis Title
Agre e
12 Improv
ement in any one of Envi Initiati
ve
Response s
Organization To H tal
P IT
C P hi
li p s
GM R
NGO Relatio
ns Agr ee
Fre que ncy
61 12 4
2 22 13 7 Per
cen t
95 .3
% 22
.6
% 7 0.
0
% 25.
6%
52 .1
%
Dis agre
e
Fre que ncy
3 41 1
8 64 12 6 Per
cen t
4.
7
% 77
.4
% 3 0.
0
% 74.
4%
47 .9
% Test statistics: CC=.522 p=.000;
.From the above table it was found that 137 (52.1%) respondents agree that the NGO Relations has improved environmental initiatives in the company. 126 (20.9%) respondents are disagree that the NGO Relations has not improved Environmental Initiatives in the Company. Further the contingency table revealed a significant association (CC=.522;P=.000). When we bifurcate this 208 (79.1%) according to organization wise HP stands first with 61 (95.3%)
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Agree
13
respondents followed Philips by with 42 (70%) respondents, GMR with 22 (25.6%) and lastly ITC with 12 (22.6%) respondents agree NGO Relations has improved Environmental Initiatives in the Company.
New Customers
Improv ement in any one of Envi Initiati
ve
Respons es
Organization
Tot al HP ITC
Ph ili ps
G M R
New Custo
mers Ag re
e Fre que ncy
3 2 3 50 58 Per
cen t
4.
7
% 3.8
% 5.
0
% 58
.1
% 22.
1%
Di sa gr ee
Fre que ncy
61 51 57 36 205 Per
cen t
95 .3
% 96.
2%
95 .0
% 41
.9
% 77.
9%
Test statistics: CC=.519 p=.000;
From the above table it was found that 58 (22.1%) respondents agree that the New Customers has improved environmental initiatives in the company. 205 (77.9%) respondents are disagree that the New Customers has not improved Environmental Initiatives in the Company. Further the contingency table
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
Agree Disagree
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revealed a significant association (CC=.519;P=.000). At last we can say that majority of the respondents that New Customers has not improved any Environmental Initiatives in the Company
Generation of New Products and Services Imp
rove me nt in any one of Env i Initi ativ e
Response s
Organization
Tot al HP IT
C Phi lip s
G M R
Gen erat ion of New Pro duc ts and Ser vice s
Ag ree
Freq uenc y
8 22 12 14 56
Perc ent
12.
5%
41 .5
% 20.
0%
16 .3
% 21.
3%
Di sa gre e
Freq uenc y
56 31 48 72 20 7 Perc
ent
87.
5%
58 .5
% 80.
0%
83 .7
% 78.
7%
Test statistics: CC=.248 p=.001
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From the above table it was found that 56 (21.3%) respondents agree that the Generation of New Products and Services has improved environmental initiatives in the company. 207 (78.7%) respondents are disagree that the Generation of New Products and Services has not improved Environmental Initiatives in the Company. Further the contingency table revealed a significant association (CC=.248P=.000). At last we can say that majority of the respondents agree that Generation of New Products and Services has not improved any Environmental Initiatives in the Company
Channels to Promote Environmental Issues Corporate Films
En vir on m en tal Pr og . In Or ga ni za tio n
Response s
Organization
To tal HP ITC
Phi lip
s
GM R
Co rp or
Agr ee
Freq uen
cy
52 43 50 69 21 4
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Agree Disagree
16 at
e Fil m
s
Perc ent
81.
2%
81.
1%
83.
3%
80.
2%
81 .4
%
Dis agr ee
Freq uen
cy
12 10 10 17 49
Perc ent
18.
8%
18.
9%
16.
7%
19.
8%
18 .6
% Test statistics: CC=.029; p=.973;
From the above table it was found that 214(81.4%) respondents agree that their organization is popularizing environmental programs in the organization through Corporate Films. 49 (18.6%) respondents are of the opinion that their organization is not popularizing environmental programs through Corporate Films. Further the contingency table revealed a significant association (CC=.029;P=.973). When we bifurcate this 214 according to organization wise GMR stands first with 69 (80.2%) respondents followed by HP with 52 (81.2%) respondents, Philips with 50 (83.3%)and lastly ITC with 43(81.1%) respondents agree that their organization have been popularizing environmental programs through Corporate Films.
Outdoor Advertisement En vir on me nt al Pr
Response s
Organization
Tot al HP ITC
Ph ili ps
G M R
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Agre e
17 og.
In Or ga niz ati on
Ou tdo or Ad ver tis em ent
Ag re e
Freq uenc y
50 1 5 32 88
Perc ent
78.
1%
1.9
% 8.
3
% 37 .2
% 33.
5%
Di sa gr ee
Freq uenc y
14 52 55 54 17 5 Perc
ent
21.
9%
98.
1%
91 .7
% 62 .8
% 66.
5%
Test statistics: CC=.522; p=.000;
From the above table it was found that 88(33.5%) respondents agree that their organization is popularizing environmental programs in the organization through Outdoor Advertisement. 175 (66.5%) respondents are of the opinion that their organization is not popularizing environmental programs through Outdoor Advertisement. Further the contingency table revealed a significant association (CC=.522;P=.000). At last we can say that majority of the respondents are of the opinion that their organization is not popularizing environmental programs through Outdoor Advertisement
Advertisement
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Agr…
Dis…
18 Envi
ron ment al Prog.
In Orga nizat ion
Response s
Organization
To tal HP IT
C Phi lip s
GM R
Adve rtise ment
Agr ee
Freq uenc y
52 1 12 33 98
Perc ent
81.
2%
1.
9
% 20.
0%
38.
4%
37 .3
%
Dis agr ee
Freq uenc y
12 52 48 53 16 5 Perc
ent
18.
8%
98 .1
% 80.
0%
61.
6%
62 .7
% Test statistics: CC=.503; p=.000;
From the above table it was found that 98 (37.3%) respondents agree that their organization is popularizing environmental programsin the organization through Advertisement. 166 (62.7%) respondents are of the opinion that their organization is not popularizing environmental programsthrough Advertisement. Further the contingency table revealed a significant association
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR Axis Title
Agre e
19
(CC=.503;P=.000). At last we can say that majority of the respondents are of the opinion that their organization is not popularizing environmental programsthrough Advertisement.
Print Media
Envi ron men tal Prog . In Orga nizat ion
Response s
Organization
Tot H al
P IT C
Ph ili ps
GM R
Print Medi a
Ag re e
Freq uenc y
47 1 25 51 12 4 Perc
ent 73 .4
% 1.
9
% 41 .7
% 59.
3%
47.
1%
Di sa gr ee
Freq uenc y
17 52 35 35 13 9 Perc
ent 26 .6
% 98 .1
% 58 .3
% 40.
7%
52.
9%
Test statistics: CC=.451; p=.000;
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Agre e
20
From the above table it was found that 124 (47.1%) respondents agree that their organization is popularizing environmental programsin the organization through Print Media. 139 (52.9%) respondents are of the opinion that their organization is not popularizing environmental programsthrough Print Media.
Further the contingency table revealed a significant association (CC=.451;P=.000). At last we can say that majority of the respondents are of the opinion that their organization is not popularizing environmental programsthrough Print Media.
Social Network (FB, Twitter, LinkedIn) Envir
onme ntal Prog.
In Orga nizati on
Response s
Organization
To H tal
P IT C
Ph ili ps
G M R
Social Netw ork (FB, Twitt er, Linke dIn)
A g re e
Freq uenc y
60 51 46 47 20 4 Perce
nt
93 .8
% 96 .2
% 76 .7
% 54 .7
% 77 .6
% D
is a g re e
Freq uenc y
4 2 14 39 59
Perce nt
6.
2
% 3.
8
% 23 .3
% 45 .3
% 22 .4
% Test statistics: CC=.387;
p=.000;
21
From the above table it was found that 204(77.6%) respondents agree that their organization is popularizing environmental programsin the organization through Social Network. 59 (22.4%) respondents are of the opinion that their organization is not popularizing environmental programsthrough Social Network. Further the contingency table revealed a significant association (CC=.387;P=.000). When we bifurcate this 204 according to organization wise HP stands first with 60 (93.8%) respondents followed by ITC with 51 (96.2%) respondents, GMR with 47 (54.7%)and lastly Philips with 46(76.7%) respondents agree that their organization popularizing environmental programsthrough Social Network.
Advertisement on Television & Radio En
vir on me nta l Pro g.
In Org ani zati on
Respo nses
Organization
Tot H al
P I T C
P hi li p s
G M R
Ad ver tise me
A gr ee
Fr eq ue nc
52 2 2
2 27 10 3
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Agre e
22 nt
on Tel evi sio n &
Ra dio
y Pe rc en t
81 .2
% 3 . 8
% 3 6.
7
% 31 .4
% 39.
2%
Di sa gr ee
Fr eq ue nc y
12 5 1
3
8 59 16 0
Pe rc en t
18 .8
% 9 6 . 2
% 6 3.
3
% 68 .6
% 60.
8%
Test statistics: CC=.478;
p=.000;
From the above table it was found that 103 (39.2%) respondents agree that their organization is popularizing environmental programsin the organization through Advertisment on Television and Radio. 160 (60.8%) respondents are of the opinion that their organization is not popularizing environmental programsthrough Ads on Television and Radio. Further the contingency table revealed a significant association (CC=.478;P=.000). At last we can say that majority of the respondents are of the opinion that their organization is not popularizing environmental programsthrough Ads on Television and Radio.
Newsletters
Enviro nment al Prog.
Respons es
Organization T ot al H
P IT C
P hi
G M
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Axis Title
Agr…
Dis…
23 In
Organi zation
lip s
R
Newsle tters
Ag ree
Fre que ncy
60 41 4
8 13 1 6 2 Per
cen t
93 .8
% 77 .4
% 8 0.
0
% 15 .1
% 6 1.
6
%
Di sa gre e
Fre que ncy
4 12 1
2 73 1 0 1 Per
cen t
6.
2
% 22 .6
% 2 0.
0
% 84 .9
% 3 8.
4
% Test statistics: CC=.561;
p=.000;
From the above table it was found that 162(61.6%) respondents agree that their organization is popularizing environmental programsin the organization through Newsletters. 101 (38.4%) respondents are of the opinion that their organization is not popularizing environmental programsthrough Newsletters.
Further the contingency table revealed a significant association (CC=.561;P=.000). When we bifurcate this 162 (61.6%) according to organization wise HP stands first with 60 (93.8%) respondents followed by Philips with 48 (80%) respondents, ITC with 41 (77.4%) and lastly GMR with 13(15.1%) respondents agree that their organization popularizing environmental programsthrough Newsletters.
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Axis Title
Ag…
Di…
24 Notice Boards
Envir onme ntal Prog.
In Orga nizati on
Respons es
Organization
Tot H al
P IT C
Phi lip s
G M R
Notic e Boar ds
Agre e
Fre qu enc y
5
3 15 27 6 101
Per cen t
8 2 . 8
% 28.
3%
45.
0%
7.
0
% 38.
4%
Dis agr ee
Fre qu enc y
1
1 38 33 80 162
Per cen t
1 7 . 2
% 71.
7%
55.
0%
93 .0
% 61.
6%
Test statistics: CC=.510; p=.000;
25
From the above table it was found that 101 (38.4%) respondents agree that their organization is popularizing environmental programsin the organization through Notice Boards. 162 (61.6%) respondents are of the opinion that their organization is not popularizing environmental programsthrough Notice Boards. Further the contingency table revealed a significant association (CC=.510;P=.000). At last we can say that majority of the respondents are of the opinion that their organization is not popularizing environmental programsthrough Notice Boards.
Annual Reports
Environ mental Prog. In Organiz
ation
Respons es
Organization T ot al H
P IT
C P hi li p s
G M R
Annual Reports
Ag ree
Fre qu enc
y 5 3
3 4
3 7
3 5
1 5 9 Per
cen t
8 2.
8
% 6 4.
2
% 6 1.
7
% 4 0.
7
% 6 0.
5
%
Di Fre 1 1 2 5 1
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
HP ITC Philips GMR
Axis Title
Axis Title Agree Disa…
26 sa
gre e
qu enc
y
1 9 3 1 0 4
Per cen t
1 7.
2
% 3 5.
8
% 3 8.
3
% 5 9.
3
% 3 9.
5
% Test statistics: CC=.147;
p=.000;
From the above table it was found that 159(60.5%) respondents agree that their organization is popularizing environmental programsin the organization through Annual Reports. 104 (39.5%) respondents are of the opinion that their organization is not popularizing environmental programsthrough Annual Reports. Further the contingency table revealed a significant association (CC=.147;P=.000). When we bifurcate this 159(60.5%) according to organization wise HP stands first with 53 (82.8%) respondents followed by Philips with 37 (61.7%) respondents, GMR with 35 (40.7%)and lastly ITC with 34 (64.2%) respondents agree that their organization popularizing environmental programsthrough Annual Reports.
Findings & Conclusion:
From the above study it was found that majority of the organizations are largely using Corporate Films to popularize their environmental programs through this media
The study also reveals that Social Networks also playing a major role in popularizing the Environmental activities adopted by the respective organizations.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
90.00%
HP ITC Philips GMR Axis Title
Agr ee
27
The study has found that organizations are giving more importance to the above said different Media techniques than the age old types such as Print Media, Television and Radio.
In the above study some of the companies are now also using outdoor advertisement to popularize their activities of CSR.
Environmental Initiatives of the Companies under study:
ENVIRON EMTNAL INITIATIV ES
H P
IT C
Phili ps
GM R a) Waste
Manageme nt
b) Energy Consumpti on
c) Rain Water Harvesting d) Environme
ntal
Promotion e) Pollution
Control f) Recycling
of Goods g) Eco Green h) Climate
Protection i) Water
Efficiency j) Voluntary Initiatives
From the above study it was evident that four companies namely Hewlett Packard, ITC, Philips and GMR have dedicated to themselves for the Environmental Initiatives taken up by them as a part of CSR activities. The study also reveals that they are abiding by the corporate rules laid down by the Government of India. Among all the above some organizations are not giving
28
importance to Rain Water Harvesting, Climate Protection, Energy Consumption and other Voluntary Initiatives followed by other organizations. Among four organizations all of them have adopted the major initiatives but they are not giving importance to these four initiatives mentioned above for this cause. So they have to give much more importance and have to adopt these as a part of their CSR Programs.
References
1. Bowen, H. R, Social responsibilities of the businessman (New York:
Harper & Row, 1953)
2. Chaturvedi, Anumeha. (2013). “Companies give employees a nudge for corporate social responsibility”. The Economic Times (11 Jan.2013)
3. Freeman, R.E. Strategic Management: A Stakeholder Approach (Pitman Publishing: Marshfield, MA, 1984)
4. Hartmann, Monika (2011). “Corporate Social Responsibility in the food sector”. European Review of Agriculture Research. Vol.38. No.3.Pp. 297-324.
Webliography
1. Archie B. Carrol, The pyramid of Corporate Social Responsibility: Toward the moral management of organizational stakeholders, from Business Horizons, July-August 1991,The Faundation for the School of Business at Indiana University
2. http://www.cba.ua.edu/~aturner/MGT341/MGT341%20Readings/Pyra mid.pdf [6]
3. Innovation is a Journey with a Compass, may21,2012 www.financialexpress.com
4. www.gmrgroup.in 5. www.hp.com
6. http://www.itcportal.com/sustainability/sustainability-report- 2014/sustainability-report-2014.pdf
7. www.philips.co.in
8. www.india.philips.com/about/company/india/companyprofile.
