Abstract:

Greening is the change in products, processes and policies such as reducing energy consumption and waste consumption, using environmentally sustainable resources and implementing an environmental management system (Bansal and Roth, 2000). Meeting the needs without compromising the capacity to generate new needs. The objective of the work is to analyze and identify the internal and external controllers of the Veracruz University to analyze the level of greening, this implies a deep reorganization in the academic and the administrative, as well as a management model based on results, which permeates teaching, research, dissemination of culture and the extension of services as substantive activities of university work. It should also influence the so-called adjective functions, promoting the rescue of culture, personal and collective professional development, the promotion of humanism, bonding, gender equity and interculturality; justifying the elaboration of the project. To achieve this, we will analyze the conceptual model of greening by Judith Mair and Leo Jago and the Strategic Work Program (PTE) 2013-2017 of the Veracruz University. The project deals with a qualitative case study focused on documents and statistics in a cycle that seeks to undertake a new stage for the Veracruz University, in which the consensus and commitment of the entire university community within and outside walls is promoted, through an exercise planned and collaborative that indicates the changes that are required to achieve a true transformation of the house of studies that has a direct impact on the mission and institutional vision.

The conceptual model of greening includes its drivers, barriers and also the organizational context in which ecological decisions are made. In addition, this paper considers the role of media coverage to influence pro-environmental behavior among organizations. In the article of provenance, it is concluded that the general model can be applied to a series of industrial sectors. Judith Mair and Leo Jago propose in their model to classify in 5 groups the points to be analyzed, having as filter a driver to categorize the case of study and thus to obtain a concrete result in 3 predetermined options. The groups are called: Organizational Context, which analyzes in detail the type of business, size of the business, the industrial sector and organizational values. The External Context, analyzes the economic situation, consumption trends, available technology and political leadership. The Controllers (internal), analyze the financial benefits and the presence of an internal RSE policy. Drivers (external) analyze regulations, competitive advantage, image enhancement, stakeholder pressure, supply chain, and customer RSE policy. The barriers proposed by the model are the lack of time, lack of resources, lack of knowledge / skills and the operational time frame; This section can be altered and adapted as needed for each case of study. The Driver filter has three general categories to divide the investigation, making it possible to obtain a result that may be that the case of study is very ecological, has a level of adoption of practices and facilities that are sustainable or does not meet the Guidelines of the model.

At a glance, the Veracruz University is an institution that constantly adopts sustainable practices and encourages students and academics to develop practices inside and outside the institution.

Keywords:

Greening, sustainable development, environmental impact, student development, Veracruz University.