http://www.environmentalleader.com/2007/05/16/does-the-why-behind-green-initiatives-matter/ The Executive's Daily Green Briefing Tue, 24 Nov 2009 04:35:28 -0800 http://wordpress.org/?v=2.8.4 hourly 1 http://www.environmentalleader.com/2007/05/16/does-the-why-behind-green-initiatives-matter/comment-page-1/#comment-496 john rooks Sat, 19 May 2007 11:50:45 +0000 http://www.environmentalleader.com/2007/05/16/does-the-why-behind-green-initiatives-matter/#comment-496 The bright green consumer craves authenticity in the companies they support. Mainstream consumers - if they are chasing a aesthetic framing of being green (Whole Food Hummer Syndrome) care not. But intention does matter for a growing consumer set. The bright green consumer craves authenticity in the companies they support. Mainstream consumers – if they are chasing a aesthetic framing of being green (Whole Food Hummer Syndrome) care not. But intention does matter for a growing consumer set.

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