Introducing a Company The company under investigation is Royal Dutch Shell PLC, commonly known as Shell. It is a multinational corporation specialising in satisfying the global need for energy resources. Operating in more than 70 countries and employing more than 93,000 people all over the globe, Shell incorporates internationally dispersed energy and petrochemical firms involved in gas and oil industry ( Shell global: who we are 2016). The company produces refined gas and oil products such as engine oils, lubricants, liquefied petroleum gas, and wide range of fuels including “standard fuels, Shell FuelSave Unleaded and Shell FuelSave Diesel as well as premium, performance fuels, Shell V-Power Unleaded and Shell V-Power Diesel” ( Shell fuels n.d., para. 3). The specificity of Shell is that it offers both synthetic technology and mineral oils ( Shell engine oils and lubricants n.d.). Shell’s fuel is used for refuelling cars, motorcycles, and aircraft. For this reason and within the growing green awareness, Shell has faced the need to implement sustainability programs aimed at reducing the impact of its products on the natural environment and solving the climate change issue. Literature Review The necessity to introduce the concept of sustainability to the development of businesses derives from the fact that the population of Earth has reached 7,3 billion people, and the further increase is projected ( the U.S. and world population clock 2016). Such spectacular increase in population and, respectively, production and consumption rates without the change in the number of available resources resulted in the establishment of catastrophic statistics – while almost 50% of world’s produced food is never eaten but thrown away (Smithers 2013), every one in nine worldwide is starving (World Hunger Education Service 2016). Moreover, the invention of the Internet and introducing it to everyday life altered the face of consumerism making it more ethical through raising the level of overall green consciousness and bringing up concerns about the current and future condition of the natural environment. According to the United Nations World Commission on Environment and Development (1987), sustainability is about meeting “the needs of the present without compromising the ability of future generations to meet their own needs” (p. 41). It means that the present generations take care of future ones. There are three primary dimensions of this concept: social, environmental, and economical. The social feature means that sustainable development is such that requires the society to cooperate to meet its primary needs such as healthcare, shelter, nutrition, education, etc. The economic aspect is limited to the financial feasibility of development. Finally, the environmental dimension is about preserving the natural resources to the maximum possible extent; for example, extracting and using renewable resources at the same rate they are renewed (Avlonas & Nassos 2014). There are several drivers of sustainability. First, it is the rise of ethical consumerism. Nowadays, customers, for the most part, are seeking to purchase environmentally friendly products. For this reason, they are