Corporate Environmental Responsiplity: Online Discourse Practices In The Jordanian Energy Sector

Over the recent years, and like many other countries in the world, Jordan interest in the concept of corporate environmental responsibility have been increased. And a lot of companies in the country are directly or indirectly involved in one or more environmental responsibility activities. This paper intends to examine the leading Jordanians energy companies’ CSR practices focusing on the environmental dimension in order to determine to what extent they are fulfilling their reponsiplity toward the environment. A desk-based research conducted with the intention to use content analysis as a research tool to assess the web site, and the online CSR communication of the three biggest oil companies in Jordan, Total Jordan, Manaseer Oil&Gas and the Jordan petroleum refinery companies were licensed in 2016 and will each receive a third of the imported fuel and companies will sell fuel directly to consumers through fuel stations across the kingdom of Jordan. We found that the energy business organizations specifically the oil companies in Jordan are aware of their responsibilities towards the environment and committed to their environmental responsibility within their CSR framework as manifested in charitable and philanthropic work through the partnership with the official institutions, especially the municipalities, universities, schools, moreover, the Environmental aspect represented only a small part of their CSR activities compare to the other dimensions. Further, the impact of these CSR practices, including the environmental initiatives, ends with the end of the event or activity, what makes them take the character of advertising and propaganda, rather than environmental initiatives aimed at achieving long-term impact and create sustainable value. Also the three companies failed to introduce social reporting systems which measure not only Economic success but also environmental performance. In addition, the limited number of activities, incomparable with the message of commitment to the environment presented by the company’s, the websites.