Sept. 30, 2008 - A head-scratcher: While CEOs are frequently the main drivers behind corporate sustainability efforts, their vice presidents and department heads are more likely to view green as an opportunity for growth, according to a new executive survey.

The survey of top executives, conducted by consulting firm Frost & Sullivan, finds that organizational leaders below the CEO level perceive going green as more of a growth opportunity than CEOs do (34% to 23%).

Across the board, sustainability is seen as either as an ethical obligation or as an advantage for growth, according to the survey. Top drivers include potential competitive advantage (69%), a growth opportunity for the company (67%), and general commitment to corporate social responsibility (62%).

While the majority of respondents indicate that their companies' rates of investment in green initiatives are expected to increase, the biggest challenge to going green is cost. Roughly half of the respondents recognize the investment challenge that incorporating sustainability strategies can bring, the survey finds.

"Whether morally-driven or growth-focused, going green is still top of mind for most organizations," says Tanya Fowler, director of competitive benchmarking services, Frost & Sullivan. "Given the potential benefits and seemingly positive support by investors, executives, and employees, more and more organizations may attempt to overcome the primary challenge of costs in order to achieve success in an increasingly green environment,"

The two most popular sustainability efforts companies are considering, according to the survey? Incorporating environmental considerations into product design, followed by the creating green-branded products or services.