What is Coercive Pressure

Several authors have researched and published articles clarifying sustainability and how large businesses participate in sustainability initiatives. On the other hand, there is a dearth of published research on the factors that motivate small and medium-sized enterprises (SMMEs) to engage in environmentally friendly business practices. To fill this void, this chapter presents the results from a study on the factors that influence SMMEs to engage in sustainable practices. Normative pressures have a greater influence when leading entrepreneurs to engage in sustainable practices. Interestingly isomorphic forces impact SMMEs in their pursuit of sustainability similarly to large corporations. From a managerial perspective, this chapter urges the micro, small, and medium-sized enterprise sector to place a greater emphasis on information exchange to accommodate the growing demand for businesses to become involved in sustainable development. In addition, entrepreneurs need to be more aggressive in encouraging internal innovation towards sustainable practices.