An exploration of "green" business"You can resist an invasion of armies, but not an idea whose time has come."- Victor HugoLa The road to greening our culture for many environmentalists may have begun with the first Earth Day in 1970, but as far as consumer culture is concerned it is more likely to have begun with a survey by the Michael Peters Group in 1989 on the overwhelming interest of US consumers for the environment and their willingness to radically change their habits to align with a greener world [4]. In fact, in a telephone survey conducted among 1,000 consumers, 89% expressed their concern for the environment and to consider the impact of the products they purchase. 78% were also willing to add up to 5% in price to a product packaged with biodegradable or recyclable materials compared to its conventional counterpart. These results were unpredictable and very surprising to marketers at the time. At the time, it was not known how much the consumer was willing to change and how informed he was about the effects of his purchase. The message seemed to be that the market was wide open for a green consumer culture. The 1990 Earth Day celebration was a huge celebration to mark the 20th anniversary of the event, and the organizers, as well as numerous third-party organizations and publishers, all joined the bandwagon. You could say that 1990 was an important year for the green movement. The culmination of market research, eco-friendly products, books on the topic, and a movement among progressives to embrace recycling and environmentally friendly change has had a significant impact. There seemed to be no turning back from the green revolution in consumer culture. And then... half of the paper......processes [4]. They learned to use fewer resources and updated their business models to improve productivity. Yet these examples of positive change are unlikely to be publicized. Their decisions are made for profitability and not for environmental impact. Works Cited[1] Arena, Christine. Cause of success. New World Library: California, 2004.[2] Faud-Luke, Alastair. Ecological design. News books: San Francisco, 2006.[3] Shouting, 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 green your business. Business Press: Canada, 2008.[6] Riley, Trish and Heather Gadonniex. Making your business greener. Penguin: New York, 2009.[7] Vallero, Daniel and Chris Brasier. Sustainable design. Wiley: New Jersey, 2008.