ANALISIS PENDEKATAN LINGKUNGAN NATURAL DAN FAKTOR-FAKTOR YANG MENENTUKAN IMPLEMENTASINYA
Nurul Isnaini (adv. Dr. Bambang Riyanto LS., MBA), Dr. Bambang Riyanto LS., MBA
Isu lingkungan natural telah menjadi salah satu hal penting yang hams diperhatikan perusahaan. Isu-isu seperti "grim consumer," peraturan perrointah, dan ero-Weling, telah mendorong perusahaan untuk mengubah parkt1 bisnis mereka. Hal tersebut juga telah mengubah persepsi perusahaan pada lingkungan natural.Berbagai faktor, seperti tekanan konsumen dan peraturan pemerintah, dinyatakan sebagai faktor yang memberi kontribusi untuk mengubah sikap perusahaan pada lingkungan naturalnya. Namun, perusahaan tidal( hanya dipengaruhi oleh faktor itu saja, tetapi juga oleh stakeholders termasuk shareholders, karyawan, neighborharl group, media massa dan asosiasi
perdagangan. Masing-masing kelompok penekan tersebut memberi perusahaan berbagai potensi resiko lingkungan yang hams dihadapi perusahaan (Henriques & Sadorslcy, 1996).
Pertanyaan mengenai pendekatan lingkungan natural seperti apa yang diimplementasikan perusahaan telah diteliti oleh sejumlah peneliti seperti (1994), Roome (1994), Hunt dan Auster (1990), Wartick dan Cochran (1985), dan Carrol (1979). Para peneliti tersebut telah mengembangkan klasifikasi atau tipologi postur perusahaan berkaitan
dengan lingkungan natural. Walaupun terdapat perbedaan diantara klasifikasi tersebut, karakterisasi spesifik rnasing-masing postur tersebut pada umumnya didasarkan pada
penggunaan pendekatan tradisional atau modem untuk meningkatkan kinerja lingkungan natural mereka. Secara umum, dapat dikatakan bahwa meskipun title yang digunakan berbeda,klasifikasi yang dikembangkan para peneliti tersebut, pada dasamya sama.Tujuan penelitian ini adalah untuk menganalisa pendekatan perusahaan pada
lingkungan natural; mengidentifikasi dan menganalisa faktor-faktor yang menentukan implementasi pendekatan lingkungan natural perusahaan, menganalisa apakah terdapat
perbedaan sumber tekanan berdasarkan pendekatan lingkungan natural. Sedangkan pertanyaan penelitian ini adalah Seperti apakah pendekatan lingkungan natural yang diadopsi
perusahaan di Indonesia?; Mengapa perusahaan pengimplementasikan pendekatan tersebut? Apakah hal tersebut merupakan respon atas peraturan pemerintah dan tekanan masyaralcat? Ataukah hal tersebut didasarkan pada sistem manejemen lingkungan natural perusahaan sendiri; Dan apakah terdapat perbedaan sumber tekanan antara pendekatan lingkungan natural?
The issues of the natural environment have become one of the most important concerns felt by companies. Issues such as "green consumer," government regulation, and eco-labeling, have forced companies to change their business practices. These concerns have also changed the perception of firms on the natural environment. Consumer pressure and government regulation have often been cited as factors contributing to the change in attitude toward these issues. However, attention has also to be focused on other contributing factors or sources of pressure such as shareholders, environmental organizations, neighborhood/community, trade associations, the media, and
other lobby groups. Each group has the ability to influence the environmental management practice of an organization via direct pressure or by conveying information (Henriques &Sadoisky, 1996). The question of what approaches to the natural environment that are implemented by companies has been examined by a number of researcher such as Greeno (1994), Roome (1994), Hunt and Auster (1990), Wartick and Cochran (1985), and Carrol (1979). These researchers have developed classifications or typologies of corporate postures regarding the natural environment. Despite the differences among them, the specific characterization of each type of posture might be based on firms' use of either traditional or modem approaches to improving their natural environmental performance. In conclusion, it can be stated that those classifications developed by the above researchers, though with different tides, are basically similar.The objective of the research are: analyze firm approaches to the natural
environment; identify and analyze the determinants (ie., pressure groups) of firm choices to implement those approaches to the natural environment, analyze the influence of those possible sources of pressure on firm approaches to the natural environment. Thus, the research questions addressed in this study can be stated: What sorts of approaches to the natural environment firms in Indonesia adopt; Why these environmental approach are
implemented? Are they in response to government regulations and pressures from society?Or, are they based on their own natural environmental management systems?; Are there differences in sources of pressure among approaches to the natural environment?
Kata Kunci : pendekatan lingkungan natural praktik rnmajemen lingkungan natural, profil korritmen lingkungannatura4 klasifikasi Boone dan sun-her-sun-her tekanan
