This chapter focusses on businesses, as these are key agents in creating environmental problems and many strategies involve them in generating potential solutions. These enterprises are collections of individuals, operating in a particular historical context, working to particular norms, with specific types of identity. As such, proponents of business-centred approaches regard them as useful institutions for collective action for the common good. Strategies that focus on business behaviour tend to be framed through particular core concepts that are attractive to commercial operators. Thus, the key questions of this chapter are: 1) to what extent can businesses generate environmentally benevolent behavioural change? and; 2) what are the strengths and weaknesses of alternative strategies for environmentally-sensitive production of goods and services.