Abstract
M.Comm.
Consumers, governments, environmental agencies and other pressure groups are all demanding of businesses that they be environmentally responsible. Some consumers have changed their purchase behaviour in favour of those who claim to make green products or engage in green policies.
Green or not, however, only those products that are bought by enough numbers of people eventually make it in the marketplace. Most critical in this respect is whether green makes economic sense and subsequently whether those who are interested in green products actually buy such products consistently