Green dilemma

Abstract

Based on a survey of 290 consumer and industrial goods manufacturers in the Continental USA, examines the green packaging actions, attitudes and future plans of firms. The findings suggest that companies are not setting up green programs entirely on some mechanical model, such as “consumers demand, therefore we go green”; they work from a clear picture of their own economic wellbeing. For large firms, the primary reasons for engaging in green tend to be consumer pressure, the desire for better community relations and cost considerations. For smaller companies, the highest priority is given to cost, followed by customer request, fear of governmental intervention and the desire to reduce garbage. For mid‐size companies, the primary concerns are the desire for a pro‐ active stance within the community, competition and foreign countries’ regulations.

Citation

Wossen Kassaye, W. (2001), "Green dilemma", Marketing Intelligence & Planning, Vol. 19 No. 6, pp. 444-455. https://doi.org/10.1108/EUM0000000006112