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Since green sustainability is obviously challenging to all companies, a clearer understanding of the perceptions of industry practitioners will assist those actors—government, industrial and civil associations and non-governmental organizations—interested in supporting green actions to inspire new ways of improving compromise and participation of private firms in the solution of the environmental problem. The objective of this work was to identify specific drivers and potential barriers to green actions perceived by firms operating in a developing economy like Mexico. Multinationals, Mexican firms with international operations, and Mexican firms with local operations were considered for this study in order to contrast their motivations, inhibitors, and indicators of environmental performance. A qualitative approach was used to collect information about 34 firms. The main driver of green practices was social responsibility for the environment while the principal inhibitor was the low environmental consciousness of the market. Differences between the distinct types of firms are discussed.

Why do Firms Implement Voluntary Environmental Actions and How Are These Activities Evaluated? An Empirical Investigation in Mexico