Factors contributing to the participation of organizations in a voluntary environmental program: the case of Green Star, Anchorage, Alaska

Abstract

Green certification programs are intended to encourage sustainability by assisting organizations with environmental efforts and publicly recognizing those efforts. This study examined the characteristics and goals of organizations participating in Anchorage, Alaska's green certification program, Green Star. Green Star has approximately 250 members, including privately owned businesses, schools, non-profits, and government agencies. To earn the Green Star Award, organizations were required to meet twelve of eighteen environmental standards. Using a mail-out questionnaire, this research explored whether member characteristics, such as number of employees or ownership structure, were related to the number of environmental standards a participating organization completed. Using four indicators, a goal profile determined if organizations seek environmental improvements, economic improvements, or image improvements. Interviews provided insight into the motivations for participation. Overall, members appeared to participate in Green Star to improve their environmental performance more than economic performance. The Anchorage Green Star program functioned as a guide for organizations to initiate changes in environmental behavior that otherwise would not occur. Conclusions from results are presented in six recommendations to improve the efficacy of green certification programs.