Study On The Guiding Path Of Enterprises’ Environmentally-friendly Behaviors In The "Two-oriented" Society Construction

Under the background of the "two-oriented" society construction, corporate environmentally-friendly behaviors are positive actions taken by enterprises as the micro economic unit of the society participating in the construction. These behaviors are also trying to realize the coordinated development of the beneficial activities among the enterprise economic benefits, social benefits and ecological benefits through effective environmental management. How to lead the enterprises to the environmentally-friendly road has important theoretical value and practical significance in the "two-oriented" society construction.Corporate environmentally-friendly behaviors are the results of the combined action of various driving factors. This paper analyzes the internal and external environmental driving forces comprehensively, discusseing the guiding path of corporate environmental activities deeply and how to influence the environmental behaviors of enterprises eventually. In this paper, the driving forces of environmental behavior are divided into five categories:legal constraints, policy incentives and market orientation, social supervision and internal drive and then further attention focuses on analysis of the impact of representatively specific measures among the diverse driving forces.This paper concentrates on testing driving force and guiding path of the enterprises’environmental friendly behavior empirically through distributing questionnaires to representative enterprises in economic development zone and leading district of Changsha to collect relevant data, chooses environmental supervisors set up by the corporation and environmental technology innovation as measure index of environmental friendly behavior taken by corporations initiatively, and uses Heckman selection model to empirically test the driving forces and guiding path of the enterprises’environmental friendly behaviors. In the two-oriented society construction, environmental legal constraint is the primary factor of the implementation of the enterprise environmental friendly behavior and government’s policy stimulus is the accelerator pushing it. Market orientation is the important driving power while it remains to be strengthened at present. Social supervision forms external drive. The enhanced environmental awareness of internal administrators and personnel internal source of power in the process of environmental friendly behavior implementation.On the basis of perfection of environmental legislation and strict law enforcement, we should punish environmental violations severely, deter the enterprise to implement environmental friendly behavior passively. We ought to show more support and encouragement to the environmental friendly enterprises taking the energy saving environmental subsidies and public recognition as main policy tools. We need perfect stimulant rules and regulations of the market, drive the enterprises to carry out environmental technology innovation, advocate green consumption and then force them to produce green products. We must intensify social supervision,support the development of the nongovernmental environmental organizations and expand the environmentalists’ influence. Finally, we can reshape corporate environmental ethics culture and lead them to a environmentally-friendly road.