GREEN STAKEHOLDERS: INDUSTRY INTERPRETATIONS AND RESPONSE*

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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.

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