ABSTRACT
One standard approach to greenness used by the business community and business literature alike is the concept of green or environmental product attributes. The win-win debate and literature themselves, which arguably created the need to define ‘green’ in the first place, are mostly focused on the economic piece of the puzzle and surprisingly unconcerned with the definition of environmental performance. When business scholars and businesses began to embrace the win-win/ double dividend paradigm and rhetoric, they also had to start thinking about what ‘being green’ actually meant. With such a cavalier approach to environmental product performance, many things can be deemed green without any real analysis. Products with recycled material become green because recycling is good for the environment. The environmental sustainability of a company may manifest itself not only through the greenness of its products and services, however defined, but also through its business practices and processes.
