Sustainable development has received increasing attention in recent literature, driven by increased environmental concerns. We study the influence of green initiatives and green performance on financial performance for the top 500 publicly traded companies in the USA by industry sector. Green initiatives are measured using the concepts Green Pay Link, Sustainability Themed Committee and Audit. Green performance is measured using Energy Productivity, Carbon Productivity, Water Productivity, Waste Productivity and Green Reputation. The results show that green initiatives have a negative impact on Energy Productivity and Green Reputation, and that both green initiatives and green performance have a significant impact on financial performance. These results are mixed and vary by industry sector. The results suggest that companies take a reactive, not proactive, approach in the implementation of green initiatives. In addition, the results suggest that the impact of green performance on financial performance is not immediate, and may take more than a year for companies to observe. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment