International Journal of Science, Technology & Management www.ijstm.

com
Volume No 04, Special Issue No. 01, March 2015 ISSN (online): 2394-1537

GREEN ENTREPRENEURSHIP IN BUSINESS

SCHOOLS: DETERMINING THE GREEN CULTURE
IN EDUCATION
Rishiraj Sarkar1 & Supriya Goutam2
1,2
Research Scholars, Department of Commerce & Business Administration, University of Allahabad,
Allahabad, U.P., (India)

ABSTRACT

This study examines how green efforts like energy conservation, environmentally responsible behavior, teaching
through modeling, inculcating green culture, green aesthetics etc. contributes to both sustainable
education(Green Education) and the adoption of sustainable behavior(Green Culture) within educational and
organizational practice. The challenge is current Business school curriculums don‟t have courses on
Ecopreneurship or Green Entrepreneurship; neither do they have any structured mechanism for implementing
the Green Culture.

Green Entrepreneurship is the move by entrepreneurs to a sustainable business framework that is

environmentally friendly by not only making profit but also driven by concerns toward saving our world and
making it a better place to live in for us and our future generations to come. Both protection of environment and
achievement of entrepreneurial goals are very vital to the concept of Green Entrepreneurship.
A Business School is a University level institution that confers degrees in Business Administration or
Management. It teaches topics such as Accounting, Finance, Human Resource Management, Marketing and
Information Technology use in Business etc. Business Schools shape the future Entrepreneurs in a professional
manner.

Green Culture in education has a broad dimension which includes sustainability education, Green eco-friendly
practices, responsible behavior etc. through which it is inculcated in youth and they are sensitized on Green
Business opportunities and solutions and to opt for Green Entrepreneurship as a fruitful and responsible career
beneficial to both society and self.

Our Study is descriptive in nature and is based on secondary sources of Information mostly where we will
examine the level of Green Initiative in Higher Educational Institutions. The Key points to be discussed are:
 The educational curriculum and the level of involvement of Green Practices.
 Green Business Plan Generation and Projects undertaken.
 Organizational/Institutional policy and initiative on going Green or eco-friendly.
 Promotion of Green Initiatives on Institutional level- Green Projects, Training and skill Development,
Green Mapping, Green Mentorship etc.
Green Entrepreneurship in Business Schools is an emerging practice which is gaining more prominence from
all avenues with each passing day. Our Future generation must realize that this is the need of time and one must

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Volume No 04, Special Issue No. 01, March 2015 ISSN (online): 2394-1537

not solely question the Administration on solution to such matters but as being a responsible part of society each
of us must fulfill or serve our environmental obligations and responsibilities so as to create a smarter and more
sustainable planet.

“In the long term, the economy and the environment are the same thing. If it is unenvironmental it is
uneconomical. That is the rule of Nature.” – Mollie Beattie

Keywords: Green, Entrepreneurship, Green Entrepreneurship, Ecopreneurship, Sustainable,

Business School, Green Culture, Education.

Aim of the study

 To examine the contribution of business schools in green entrepreneurship movement.

 Determining the role of business schools in promoting green culture in education.

I. INTRODUCTION

Sustainability today is main global agenda and a vital factor in determining the success and failure of business.
Sustainable development practices had created new markets, products and demand (such as in the famous case
of Microsoft and Apple) and drive new business models that is heavy on innovation and light on cost structure.
Sustainability is now the backbone of any business and the early movers towards sustainable business practice
will definitely enjoy unparalleled advantages against competitors. Business that ignores sustainability agenda
will definitely loose out in terms of profitability and market share. Multinational business today is facing even
more delicate issues in the areas of environment and social aspect so sustainability is vital aspect for growth.
Here in this research paper we are discussing about green culture adoption by Business schools. A business
school acts as a catalyst between students and sustainable education, by inculcating green culture and
sustainable education through modeling, curriculum, and other educative materials, techniques and methods.
Business school develops sustainable education in future managers which can help those managers in their jobs
and personal venture. This is a proactive approach which is known as green entrepreneurship. We will further
discuss about green techniques adopted by business schools to promote energy conservation, use of renewable
source of energy etc. A systematic approach adopted by business schools towards green entrepreneurship
includes:

 Nurturing a (green) business culture and raising awareness among students about opportunities arising
from environmentally friendly business models.
 Creating an enabling environment which promotes and encourages green investment and
entrepreneurship.
 Supporting new and emerging entrepreneurs through the provision of business development services and
other financial and technical support teams.
 The youth can be well targeted, since entry requirement are low and willingness for innovation is high.

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Volume No 04, Special Issue No. 01, March 2015 ISSN (online): 2394-1537

1.1 Green Culture: A Holistic Approach

“Green Culture” is a concept which integrates the principles of green creative industries, green business, green
science and green thinking as a holistic approach to problem solving and development through multidisciplinary
cooperation of sectors such as urbanism and architecture, science and innovation, business and entrepreneurship,
art and design and so on. Green culture promotion and education is the sustainable way of thinking and living.
Green Culture in education has a broad dimension which includes sustainability education, Green eco-friendly
practices, responsible behavior etc. through which it is inculcated in youth and they are sensitized on Green
Business opportunities and solutions and to opt for Green Entrepreneurship as a fruitful and responsible career
beneficial to both society and self. Embracing sustainable behaviors in the daily activities of a school requires
the support of organizational culture. Organizational culture includes the shared values, norms and practices in
an organization (Hill & Jones, 2008). Adopting green culture by business schools has promoted the energy
conservation concept like saving electricity through solar light, developing garden in college campus, no use of
plastic and making environment pollution free. Recently, several institutions have developed new strategies to
reduce energy consumption, build and maintain „green buildings‟, and engage student in education based on
environmental sustainability. A paradigm shift in education where „sustainable education‟ engages students in a
holistic practice of transformative learning focused on myriad forms of sustainability, including environmental
(Sterling, 2001).

1.2 Business School: Encouraging Future Innovations

A Business School is a University level institution that confers degrees in Business Administration or
Management. It teaches topics such as Accounting, Finance, Human Resource Management, Marketing and
Information Technology use in Business etc. Business Schools shape the future Entrepreneurs in a professional
manner. Business schools are the most appropriate nursery of shaping and developing management graduates
for entrepreneurship who posses integrity and ethical standards, a deep sense of social responsibility, a
commitment to the upliftment of their communities, understands protection and sustainability of the
environment, and the improvement of quality life. Today business school teaches sustainable education as well
as green culture so as to promote the green entrepreneurship. Both protection of environment and achievement
of entrepreneurial goals are very vital to the concept of Green Entrepreneurship. Business is required to respond
to the threats of climate change and identifies opportunities arising from the sustainable development of
businesses, economies and markets. According to some recent studies business schools worldwide are beginning
to move towards accepting the border responsibilities of management in society, and preparing leaders of
tomorrow for future market realities and challenges, by equipping them with the sustainability perspective
required for socially responsible business.

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(Source: PPT, M.M Bagali, AHRD)

Fig.1 Importance of Management Education to Green Movement

1.3 Green Entrepreneurship: Taking the two perspectives

Green entrepreneurship can be defined from two perspectives related to the output (products and services) as
well as the process (or production) of an economic activity. Entrepreneurs can enter into an overtly „green‟
business sector. Providing green and environmentally friendly products and services (waste management).
Alternately green entrepreneurs can provide their products or services through an environmentally friendly
process or with the help of clean technologies (e.g. Eco-tourism). Usually green entrepreneurs consider both
aspects in their business models, creating additional decent employment through the use of more environmental
impact as a result of people or companies using the final product and services. (International Labor
Organization)

Green entrepreneurship is an uncommon mix of entrepreneurial spirit, passion and humility combined with a
sense of personal obligation to environmental and social progress. Green entrepreneur did not start their
business to generate fortune instead; they are highly concerned with environmental integrity and social impact
of business. (Allen & Malin, 2006) Green Entrepreneurship has been defined as „Introducing new business that
belongs to develop environmental friendly products or services or to use renewable resources or for the benefit
of the society. There has been a growing interest in the development of a „green‟ or „low carbon‟ economy as a
means of reconciling economic development and the environment. For this green entrepreneurship should be
promoted by business school so as to inculcate the green initiative in each and every student. Green
entrepreneurship is themed on nurturing a culture of entrepreneurship which is eco-friendly. Green
Entrepreneurship is the move by entrepreneurs to a sustainable business framework that is environmentally
friendly by not only making profit but also driven by concerns toward saving our world and making it a better
place to live in for us and our future generations to come. Both protection of environment and achievement of
entrepreneurial goals are very vital to the concept of Green Entrepreneurship. Green entrepreneurs are
embracing environmental values as a core component of their identity and seeing them as a competitive
advantage of their company in the market place (Allen & Malin, 2008). Research studies also argue that the
difference between ecologically-oriented start-ups and conventional start-ups lies in the environmental

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considerations of the green entrepreneurs themselves (Schick et al., 2002). By promoting green entrepreneurship
one can enhance environmental voice in long term planning especially regarding sustainability and social justice
in local economies (Allen & Malin, 2006)

II. ROLE OF BUSINESS SCHOOLS IN PROMOTING GREEN ENTREPRENEURSHIP:

ESTABLISHING GREEN CULTURE

Business schools are nowadays practicing green culture through awareness drive among students and also by
promoting renewable source of energy. Recent trend shows that various business schools have adopted Green
theme classes in which curriculum taught is about sustainability education. Sustainability education involves
several key principles, including the important role of modeling. According to research on teaching
sustainability education, there are four identified sources of modeling that significantly shape student‟s
perceptions and behavior-individual role models, facilities and operations, governance, and school
culture(Higgs& McMillan,2006) Green Entrepreneurship in Business Schools is an emerging practice which is
gaining more prominence from all avenues with each passing day. Our Future generation must realize that this is
the need of time and one must not solely question the Administration on solution to such matters but as being a
responsible part of society each of us must fulfill or serve our environmental obligations and responsibilities so
as to create a smarter and more sustainable planet. This study demonstrates that conservation efforts, when
modeled successfully in a business school, can simultaneously and synergistically meet the goals of
conservation and sustainability education. In turn it will create a more sustainable and preserved environment.

2.1 Green culture in Business Schools: A Commitment to society

Business Schools are adopting green culture through student activities and campus operations. Some of the
examples are given below:
 Green Theme Classes: Green theme classes give the innovative idea about how to save various sources
of energy, use of eco-friendly product and services. By teaching it is inculcated in the students and hence
it is promoted to whole society.
 Green Curriculum: curriculum taught to the students focused about sustainable education for mankind.
A thorough coursework is modeled based on Green Themes. E.g. Environmental appreciation Courses,
IGNOU, Environment Education in School System(EESS) based Higher education syllabus etc
 Campus operation: This program focuses on implementing energy conservation and waste reduction,
establishing best practices by use of LED light bulbs, planting trees, bio-degradable toilets, smoking free
zone, use of bicycle instead of motorcars, and encouraging individual behavior change.
 Student Sustainability Associates: It is a peer to peer educational program that employs selected MBA
students who promote sustainable living among the student bodies or associations. The program focuses
on energy and water conservation and recycling as well as waste reduction. Through activities, campaigns
and information sharing, the student‟s sustainability associates encourage the student body to generally
take greater responsibility for their own role in driving university-related environmental impacts.

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Representatives also suggest infrastructure and policy improvements and removes barriers to student‟s
initiative to conservation.
 Green Week: Business schools hosts a series of events to raise environmental awareness in a particular
week. Green week events include: field trips, films, panels and business review and the environmental
tours to factories; and displays and activities on recycling and composting in dining facilities and other
conservation measures.
 Green Team: The green team includes staff working to implement and communicate best individual
practices to reduce waste, water use, and energy use. The green team sponsors an annual energy
competition and/or poll in which employees compete to reduce energy use in their building for one month
 Green Skills: Green skills includes promoting and demonstrating sustainability in action through
creation of employment opportunities and the provision of training, research and on-ground projects.
 Green Jobs: Green jobs are central to sustainable development and respond to the global challenges of
environmental protection, economic development and social inclusion. These efforts create decent
employment opportunities, enhance resource efficiency and build low-carbon footprint sustainable
societies. Example of green jobs is given below.

I. Improve energy and raw materials efficiency

II. Limit greenhouse gas emission
III. Minimize waste and pollution
IV. Protect and restore eco-systems(natural)
V. Support adaption to the effects of climate change.

2.2 Green Business plan generation and projects undertaken

Business schools are now involved in various green business plans in collaboration with Government and
NGOs. A notable trend has shown that most of the business schools use solar energy, LED lights in their
campus. Number of projects are running, Government have also provided positive donations to business schools
for innovative green projects. This culture is now inbuilt in every business school and they are doing a fine job
both economically and socially.

2.3 Organizational institutional policy and initiative on going green or eco friendly

Business schools approach is now going green or they are promoting eco-friendly products and services. Many
business schools passed a mandatory notice to make environment clean by reducing waste, making pollution
free zones or some initiative like rain water harvesting, bio degradable toilet, use of computer database instead
of paper, energy conservation etc. These initiatives are now growing very fast and it has become a growing
culture among youth. Government of India is also taking initiative as they have launched program like Swachh
Bharat Mission. It promotes the cleanliness drive in schools, colleges and now gaining popularity among youth
population. Also Swachh Bharat mission started a viral strategy by which one can upload his/her photos on
website and can become popular.

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2.4 Promotion of green initiative on institutional level green projects, training and skill
development, Green Mapping, Green Mentorship etc

Business Schools are undertaking various Green projects in collaboration with Government and other social
organizations which are based on promoting Green entrepreneurship. Individuals are financed, trained and
provided with various other incentives to start-up green ventures as well various group policies based on Green
strategies are also there. College Alumni are helped on several matters relating to such. Several prospective
projects such as Green Township and homes, Green Factory building, Green Construction etc. are undertaken in
collaboration with Business schools. Moreover Workshops and Seminars are also organized based on green
themes so as to motivate and aware the future managers/entrepreneurs towards a fruitful sustainable and eco-
friendly future.

Some of the important green methods or concepts utilized by Business schools in promoting Green
Entrepreneurship initiative are:

 Green Mapping: Green mapping is a unique method of cartography which involves creating local maps
based on universal symbol sets and plotting the location of community‟s environmentally conscious points
such as recycling centers, heritage sites, toxic factories, socially conscious businesses etc.
 Green Mentorship: Green mentorship program nurtures a group of trainees to undertake various issues
relating to Green Entrepreneurship and solve them in a sustainable manner in a given time frame.
Overseeing and controlling of activities by professionals and trainers is done. Advocating the sustainability
concept is the soul of these programs.
 Other Programs: This includes Training and green development, Green curriculum generation, Green
syllabus, Practical on-site trainings, Green Websites like ces.iisc.ernet.in (an initiative of IIM-A, IIM-B
and GOI) etc.
The Role of Business Schools is thus established as a vital source to sustainable and Green future. It
encompasses the components of education and awareness as well as an institutional support to Green
Entrepreneurship and green culture.

III. CONCLUSION

“Given the strategic importance of environmental management from a national perspective, it is necessary for
the business schools in India to take a more proactive role in creating managers and business leaders who have a
good understanding of how to incorporate environmental issues into corporate decision making” -
ces.iisc.ernet.in
“Without an understanding of how to conserve natural resources and the compelling need to do so, few people
would be motivated to participate actively in programs on environmental conservation, Environment education
and awareness thus assume critical importance. The 'Environmental Education, Awareness and Training' is an
important scheme of the Ministry of environment and Forests for enhancing the understanding of people at all
levels about the relationship between human beings and the environment and to develop capabilities/skills to
improve and protect the environment” - india.gov.in/archive

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Thus, by thoroughly examining the study we can say that Environmental management through environmental
education plays an important role in developing Green culture and promoting Green Entrepreneurs and this is
where the Business Schools plays a vital role as they are the factories where future entrepreneurs are produced.
By instilling the Green aspirations in the future generations the Business schools provide for a sustainable green
development. We can now validate that:
‘Green Entrepreneurship in Business Schools: Determining the Green Culture in Education’
Suggestions:

 Business Schools are the place where future change agents are nurtured-the Entrepreneurs. By instilling
the green values it plays an important role in safeguarding our environment and us and therefore they need
to be supported at institutional levels by Administration and other financial and non-financial agencies to
undertake green education culture to new heights and create awareness and sustainable development.
 The Green curriculum also needs to be standardized and a separate subject must be included on
environmental management and made mandatory to be followed so that every manager created have some
concern for the eco-system in which they live.
 Green Projects and initiatives should be undertaken on mass scale so as to develop eco-ventures more
progressively. Moreover other green methods like Green mapping and green mentorship, Green jobs,
Green teamwork etc. should be promoted in every Business School so that a Green mindset can be formed
by the future entrepreneurs.

 Business Schools, Administration and Society must work in collaboration to promote the Green
movement and pave path for sustainable developments.

REFERENCES

 Allen, John C. & Malin, Stephanie A. (June 2006), “Green entrepreneurship: A method for managing
natural resources”. International society of society and natural resources conference, Utah State
University, U.S.A
 “Green entrepreneurship: Creating green jobs through sustainable enterprise development” International
Society of Society and Natural Resources, ILO
 Baharin Md. Daud, Izdihar & Sentosa, Ilham, (May-June 2012), “Sustainable Development and
Multinational Business”. IOSR Journal of Business and Management (IOSRJBM), ISSN: 2278-487X,
Volume 1, Issue 3, PP 50-56
 Farinelli, Fulvia; Bottini, Marino; Akkoyunlu, Sule & Aerni, Philipp (2011), “Green entrepreneurship: the
missing link towards a greener economy”. Division on Investment and Enterprise Development
(UNCTAD), ATDF journal, Volume 8, Issue 3/4/2011
 Rehman, Anis ur & Elahi, Yasir Arafat, (2012), “Entrepreneurship Education in India – Scope, challenges
and Role of B-schools in Promoting Entrepreneurship Education”. International Journal of Engineering
and Management Research, Vol. 2, Issue-5, October 2012 ISSN No.: 2250-0758 Pages: 5-14

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 Schelly, Chelsea; Cross, Jennifer E.; Franzen, William S.; Hall, Pete & Reeve, Stu “How to Go Green:
Creating a Conservation Culture in a Public High School through Education, Modelling, and
Communication” Journal of Environmental Education, Volume 43, Issue 3, 2012
 www.ces.iisc.ernet.in
 www.india.gov.in/archive
 www.iosrjournals.org
 www.ilo.org/green-jobs-programme
 www.ijemr.net

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