ABSTRACT
P roducers of toilet ti.ssue, outdoor wear, tuna, beef, investment services, trash bags, and herbicides have recently positioned their products as environmentally preferable, with the idea of capturing a price premium, winning new customers, or both. Managers are looking for ways to rec-
oncile their need to deliver shareholder value with intensifying demands for improve~ environmental performance. Perhaps the most straightforward way to do so is' to provide environmentally preferable products and then capture the extra costs from consumers.
