Environmentalism in Progressive Businesses

Examines the environmental innovations of several progressive businesses, including Ben & Jerry′s and the Body Shop, in the areas of products, processes, and campaigns to save the planet. Discusses how the green consumer market, copy‐cat competitors, infrastructure development, employee motivation, and interorganizational partnerships factor into these firms′ environmental agendas. Pays special attention to why these firms emphasize environmentalism in their business strategy and corporate culture. Reviews some of the value‐laden issues posed by aggressive environmentalism – such as the risks associated with self‐promotion, dominance of one group′s values over another′s, and the durability of environmentalism in the face of business downturns. Closes with a roster of future research questions.