Corporate executives who sit back and take a wait‐and‐see attitude in regard to defining their internal strategy for an environmental packaging program will face a rude awakening. Today's consumer will not accept a so‐called green package that is not an improvement over previous efforts and in addition, costs more. In reality, consumers are not speaking up for the environment with their pocketbooks; instead, they are speaking out and reacting in ways that are leading to environmental legislation.
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