An Exploration of “Green” Business

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An Exploration of “Green” Business “An invasion of armies can be resisted, but not an idea whose time has come.” - Victor Hugo The road to the greening of our culture might have begun on the first Earth Day in 1970 to many environmentalists but concerning consumer culture it more likely started with a Michael Peters Group survey in 1989 on US consumers overwhelming interest in the environment and their willingness to markedly change their habits to fall in line with a more eco-friendly world [4]. In fact, in the telephone poll of 1000 consumers, 89% made it known their concern about the environment and that they considered the impact of the products they purchased. 78% then were also agreeable to adding up to 5 percent in price to a product packaged with biodegradable or recyclable materials as compared to its conventional counterpart. These findings were unpredictable and very surprising at the time to marketing experts. It was then unknown how willing the consumer was to change and how much they were knowledgeable about the effects of their purchasing. The message seemed to be that the market was wide open for a green consumer culture. The 1990 Earth Day celebration was a large one to celebrate the 20th anniversary of the event and the organizers as well as numerous third parties from organizations and publishers were all joining the bandwagon. It could be said that 1990 was a big year for the green movement. The culmination of market research, green products, books on the subject and a movement among progressives to embrace recycling and environmentally friendly change had an impact and a significant one. It seemed there was no turning back the tide of the green revolution in consumer culture. So what... ... middle of paper ... ...rocesses [4]. They have learned to use fewer resources and updated their business models for enhanced productivity. Yet these examples of positive change are not likely to be advertised. Their decisions are made for profitability and not environmental impact. Works Cited [1] Arena, Christine. Cause For Success. New World Library: California, 2004. [2] Faud-Luke, Alastair. Eco Design. Chronicle Books: San Francisco, 2006. [3] Grytting, Wayne. American Newspeak. New Society: Canada, 2002. [4] Makower, Joel. Strategies for the Green Economy. McGraw Hill: New York, 2009. [5] Mintzer, Rich. 101 Ways To Turn Your Business Green. Entrepreneur Press: Canada, 2008. [6] Riley, Trish and Heather Gadonniex. Greening Your Business. Penguin: New York, 2009. [7] Vallero, Daniel and Chris Brasier. Sustainable Design. Wiley: New Jersey, 2008.
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