“…And these practices are based on the actual current opportunities of business and society, providing fertile ground for the implementation of their "green" initiatives. Voluntary environmental protection based on altruism implies a more thoughtful and serious approach, as well as a strict focus on achieving concrete outcomes, thereby eliminating formality and false results (Liu et al, 2021;Ravina-Ripoll et al, 2021;Smith et al, 2021;Whitson and French, 2021;Vecchi, 2022).…”