Introduction

In recent years, business seems to understand the message that green is important—or at least that it will help sell products and services. Recently, the authors were booking an online airline ticket on JetBlue. At the close of the purchase, a choice came up. Did we want to offset the carbon we’d be using on our trip by purchasing carbon credits? It would cost only a few dollars. So, even an airline branded Blue is showing it’s Green.

We know, firsthand, then, that business is beginning to appreciate the value of green. That’s of course ...

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