In recent years, the importance of greening enterprises in all institutions has grown as a practical entry point for dealing with target markets and global markets. In this chapter, it will be referred to the theoretical framework of the concept of greening business as a new strategic philosophical approach that has become reliable in various organizations, and the reasons behind the adoption of these green initiatives in the course of companies work and the benefits achieved. Thus, universities in different countries of the world have adopted a strategic approach to the environment, sustainability, and green direction in their work. As a result, many measures exist to achieve green directives for universities, such as reducing environmental pollution, recycling, increasing green spaces in the universities, conserving water, etc.
TopGreen Business
The greening of the organization for its work represents a new vision in its strategy, which is an extension of the concept of green marketing, (Mintu & Lozada, 1993) defined green marketing as the implement of marketing tools to simplify interchanges that meet organizational goals in such a way that the maintenance and protection of the physical environment is supported”.
Green marketing define also as, includes the natural environment protection by trying to decrease the harmful impact on the environment (Ghoshal, 2011)
Thus, the green marketing expresses its tendency to protect the environment and its efforts to avoid any adverse effects on it by its actions (Nguyen, et al., 2019) This is a subjective expression of the organization's strategy and policies before it complies with the circumstances provided by the government, enterprises, and organizations worried with the environment and consumer protection (Jacquelyn A. Ottman, 1998). The greening of the company's business is not only environmental, but the direct beneficiary is the customer who will reap the benefits of living in a clean, pollution-free environment, further, a wealth of goods that are conformity with green, environmentally sound and healthy guidelines. To the impressions of the concept of the green economy (Nulkar, 2014).
The concept of the green economy is a new and emerging trend in the economies of the world in a fast and growing manner, and tell now there is no definition for the green economy. Green businesses, like new companies entering the market, are based on different backgrounds and ideas than in the traditional environment in which they are dealt with (Wanner, 2015). But in general, greening business is meant to be the main content as the following (Bergius, et al., 2018; Fawaz & Soliman, 2016; Wanner, 2015):