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Many market examples show that consumers are willing to pay a premium for “green” products and services. The purpose of this paper is to gain some insight into how consumers respond to green alternatives, and examine how managers can best position their green products to maximize the premium consumers are willing to pay.

A series of behavioral experiments was conducted to demonstrate how the green product's characteristics are framed significantly affects the size of the “green premium” consumers are willing to pay.

The results show that positive framing (focusing on the advantages of the green product) works best for environmentally conscious consumers while negative framing (focusing on avoiding the disadvantages of the non‐green product) works best for less environmentally conscious consumers. Additionally, subtractive price framing which focuses on the discount consumers would pay for the non‐green product alternative results in a higher green premium than additive price framing which focuses on the additional price consumers would pay for the green choice, and especially so for less environmentally conscious consumers.

Overall, the results suggest that green firms can maximize the green‐pricing premium by careful targeting of consumers and framing their products appropriately.

This paper explores how the difference between the green versus non‐green alternative can be framed in different ways, and interact with the consumer's level of environmental consciousness, to influence the “green premium,”, i.e. how much more consumers are willing to pay for the green alternative relative to a comparable non‐green alternative.

Les réflexions sur ce thème ont pu être menées à partir des résultats d'un travail que l'Institut d'économie régionale du Sud‐Ouest de l'Université de Bordeaux I a réalisés pour le compte de la M.I.A.C.A. en 1978 sur cinq stations de la Côte atlantique: Lacanau‐Océan, Cap‐Ferret, Hossegor, Capbreton, Hendaye‐Plage. Les constats que l'on avait pu établir étaient de deux ordres: d'une part, que l'offre commerciale et de services paraît y être assez homogène dans ses caractéristiques générales, mais, qu'au‐delà de cette apparence l'ensemble est hétérogène, plus précisément il est constitué de caractères contradictoires dont la mise en évidence a induit l'analyse qui suit.

C'est un lieu commun que de réaffirmer ici l'importance croissante des mouvements touristiques dans le monde actuel sur les plans économique, social, culturel ou politique. Dans le domaine économique seulement, leur développement entraˆne des conséquences décisives tant sur les relations économiques internationales (le problème des balances des paiements se pose différemment maintenant que les échanges de personnes viennent compléter les échanges de marchandises) que sur l'orientation des activités économiques internes (citons, par exemple, les investissements touristiques — hôtellerie ou moyens de transport — les changements de la consommation par suite de la croissance dans les budgets familiaux du poste distractions et voyages — l'amélioration du niveau de vie — le développement du secteur tertiaire, commerce et services — l'urbanisation, dont le tourisme est, en tant qu'évasion hors des grandes agglomérations, une des conséquences, etc.). Et en face de ce fait: il n'est pas un secteur de l'activité économique qui ne soit transformé, plus ou moins profondément, par l'essor du tourisme — une constatation amère: ce phénomène décisif, économique, social, démographique, culturel n'occupe encore qu'une place tout à fait insignifiante, quand elle n'est pas nulle, dans l'enseignement supérieur de la plupart des pays. Il serait cependant très désirable qu'une meilleure connaissance de ces phénomènes, sans nul doute appelés à poursuivre encore leur développement, soit plus largement répandue parmi les jeunes destinés à former les cadres supérieurs, c'est‐à‐dire l'élite des nations. De ce point de vue, le bilan que l'on peut dresser aujourd'hui ne laisse pas d'être fort affligeant.

This issue is a selected bibliography covering the subject of leadership.

THE Librarian faces one of the turning times in library history. The flow of progress has not yet begun, the shortages and consequent imperious demands for food, housing and clothing stand in the way of the beginning, except on paper. How long the interregnum will last none can say. The authorities, which are a reflection in some ways of the Parliamentary party in power, are well‐disposed towards libraries; the official handbook of the Labour Party proves that; but the clamour of the needs we have mentioned deafens everybody to library needs—except in certain instances. For example, the rebuilding and enlarging of the staff at Holborn is an encouraging sign. Of more potential significance is the working out of the so‐called National Charter. It has involved many towns in the task of creating an establishment for each public department. Thus, in one library system we hear that each branch or department may claim a librarian and a deputy both on the A.P.T. scale, but all the assistants are either general or clerical. Some assistants we hear have applied to be of clerical grade as the maximum salary is greater than in the general. This we suggest is putting cash before status because it is accepted as an axiom that a clerk has only clerical qualifications and potentialities, while a general assistant may aspire, when there is a vacancy and if he have certificates, to the professional status. The grading in the particular library mentioned has rather a petrifying effect in that no assistant can get into the professional grade unless his librarian or deputy departs. Possibly this sort of thing may alter, but the fact remains for good or ill—it is not all ill by any means—that no library is able to attract men from another except to a definitely higher post.

Recent reviews of the curriculum development programmes initiated both in Britain and the United States suggest that they have largely failed to achieve their objectives. This failure has been seen by many to be the responsibility of the centre periphery (CP) model on which most of these programmes were based. In this paper it is argued that the criticisms made of the model fail to distinguish between two distinct stages of curriculum development—materials production and materials distribution. It is suggested that it is the latter which has failed, because the CP model, in Britain at least, has not been implemented effectively. Analysis of this weakness indicates that the problem lies mainly in the existing support agencies which tend to function in isolation, insulated one from another. It is argued that a more articulated pattern of curriculum development would be possible in both Britain and Australia if there were greater institutional overlap between these agencies and if curriculum development were rationalised on a national basis. Suggestions are made as to how this might be effected against a background of innovatory experience both in Britain and Australia.

Aarhus Kommunes Biblioteker (Teknisk Bibliotek), Ingerslevs Plads 7, Aarhus, Denmark. Representative: V. NEDERGAARD PEDERSEN (Librarian).