From Intention to Action: What Determines Organisations’ Readiness for the Green Transition?

As part of the CREDIT project, a research study was conducted to better understand how organisations across different sectors approach sustainability and the green transition. The study gathered responses from 94 organisations in Greece, Italy, and Türkiye, representing businesses, public institutions, educational organisations, and intermediary bodies such as chambers and associations. The research explored current green practices, perceived barriers, available resources, and the level of readiness organisations feel when considering sustainability-related changes. While many discussions about sustainability focus on funding, regulation, or external pressure, the findings from the CREDIT study highlight a different dynamic.

Engagement matters more than resources

One of the most notable findings of the research is that organisations already implementing some green practices are significantly more likely to feel ready to take further sustainability steps. In other words, readiness appears to grow through experience.

This suggests that organisations do not necessarily need perfect conditions to begin. Even small or initial actions—such as recycling practices, energy-saving measures, or awareness initiatives—can help build familiarity with sustainability processes and strengthen organisational confidence.

Barriers exist, but they do not fully explain readiness

Participants identified several common challenges when attempting to adopt greener practices. These included limited knowledge, financial constraints, lack of time, and limited incentives. Such barriers are widely discussed in policy and research.

However, the CREDIT study found that perceived barriers alone do not strongly predict whether an organisation feels ready to move forward with sustainability actions. Many organisations that reported barriers still expressed a willingness to continue developing greener practices.

This finding highlights that organisational behaviour may be influenced not only by external conditions, but also by internal engagement and practical experience.

Small actions are often the starting point

The research also showed that organisations tend to begin with practices that are relatively easy to implement. The most commonly reported actions included recycling, energy-saving measures, and initiatives promoting environmental awareness within the organisation.

More structural actions—such as sustainable procurement policies or changes in transport systems—were less frequently implemented, likely because they require greater organisational coordination or investment.

This pattern reflects a gradual transition process, where organisations typically begin with manageable steps before moving towards more comprehensive sustainability strategies.

Implications for training and support

These insights are particularly relevant for organisations providing training or guidance in the field of sustainability. Rather than focusing only on theoretical knowledge, support programmes may be more effective when they encourage practical engagement and incremental change.

Within the CREDIT project, these research findings directly informed the development of the project Toolkit. The Toolkit therefore emphasises practical entry points, modular learning, and gradual integration of sustainability practices into everyday organisational activities.

Understanding how organisations actually approach sustainability helps ensure that training resources and support tools respond to real needs and realistic conditions.