Fighting fire with apathy – understanding managers’ perception of the natural environment as a stakeholder in the aftermath of a natural disaster

What is it about?

This study looks at a severe forest fire and how it affected nearby businesses. It explores how businesses view the natural environment as a stakeholder after such a disaster. We talked to local businesses through interviews to understand their opinions on this topic and how the fire changed their views. What we found is that many business leaders don't see the environment as a key stakeholder after the fire. They only focus on sustainability when it's required by law or demanded by the market. Overall, concern for the environment doesn't seem to increase much after a disaster. Businesses affected by the fire continue to prioritize their usual strategies and stakeholders without giving much attention to the environment.

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