CORPORATE ENVIRONMENTAL AWARENESS AND PRO-ENVIRONMENTAL BEHAVIOUR AS COMPETITIVENESS FACTORS IN SERBIA: CURRENT STATE OF DEVELOPMENT AND KEY DRIVERS

Abstract

Environmental awareness was proven to be a significant competitiveness factor among consumers with high environmental awareness levels. Since the latest scientific research has revealed an enviably high environmental awareness level among consumers on the Serbian market, the purpose of this empirical research paper is to provide insight into the current environmental awareness level and pro-environmental behaviour in business organisations in Serbia. Environmental awareness and pro-environmental behaviour are explored both generally and from the standpoint of the impact of specific managerial and organisational attributes. The sample includes 107 managers interviewed using the Computer Assisted Web Interview technique. Results show a slightly above average corporate environmental awareness level and pro-environmental behaviour in the Serbian business world, with lower rankings received in comparison with Serbian consumers. Additionally, a corporate environmental awareness-behaviour gap was detected, demonstrating that barriers are more dominant than motivators for pro-environmental behaviour in the Serbian business world. The business organisation size appears as the only differing factor influencing environmental awareness and pro-environmental behaviour in Serbia, showing that larger organisations face larger environmental violations and problems, and consequently develop a higher level of environmental awareness and pro-environmental behaviour. The results indicate that the Serbian government, as one of the key promoters of corporate environmental responsibility, shares the same environmental awareness level and pro-environmental behaviour as Serbian business organisations, leaving consumers with the task of attempting to influence the Serbian government and Serbian corporations in order to motivate them to start behaving in a more environmentally responsible manner. This research implies that environmental awareness is not sufficiently present in managers’ minds and Serbian businesses, and, consequently, corporate pro-environmental behaviour itself, together with the present corporate environmental awareness-behaviour gap, cannot reach higher levels. This means that the opportunities to gain a significant competitive advantage on the Serbian market based on environmentally conscious business activities are being missed.