Stakeholder’s pressures on the firm’s environmental strategy in Malaysia / Rohati Shafie and Loke Siew Phaik

The triple focus on “the environment”, “quality”, and “profit” has become a new business mindset motivating the
firms to achieve and sustain their competitiveness through better environmental strategy. Although firms are
motivated to do so, higher operational costs resulting from the extra prevention and clean-up costs (thus lowering
the profitability) often inhibit such willingness. This paper seeks to propose a research framework that analyzes
the stakeholder‟s pressures on a firm‟s environmental strategy. Four propositions were generated. The firm‟s
commitment to go green can significantly improve its environmental performance. The findings from a focus
group with six industry panels are included to illustrate the proposed model.