UNCOVERING THE POTENTIAL OF SUSTAINABILITY: OPPORTUNITIES AND CHALLENGES IN APPLYING GREEN ACCOUNTING FOR NATURAL ENVIRONMENTAL SUSTAINABILITY IN COMPANIES

Green accounting is becoming increasingly important in today’s business context for nature conservation purposes, where sustainability is becoming a major focus in resource management and company operations. This research aims to explore the potential for sustainability that can be realised through the application of green accounting in the corporate environment. This research uses a qualitative approach with descriptive methods. The research results show that implementing green accounting to preserve the natural environment in companies requires attention to several key factors that influence operational sustainability. Full commitment from top management is the main basis for integrating sustainability principles into the company’s overall strategy, including preserving the natural environment. Employee awareness and understanding, supporting technology, compliance with environmental regulations, supplier involvement, consistent natural environmental sustainability and reporting transparency are important elements for the successful implementation of environmentally friendly accounting. These steps open up strategic opportunities, such as cost efficiency, energy savings, and attracting consumers who are conscious of environmental conservation. Although faced with the challenges with regard to the complexity of measuring and reporting the environmental impacts, implementation costs, and resource limitations, efforts to overcome them can bring long-term benefits, such as improved reputation, business sustainability, and positive contributions to the preservation of the natural environment. Therefore, companies need to take strategic steps to overcome these challenges, strengthen their commitment to sustainable practices, and make environmentally friendly accounting an integral part of the company’s sustainability vision.