Eco-Elasticity: recognising the value in 'voluntary' green actions

The concept of Eco-Efficiency argues that green strategies produce supply-side cost and efficiency benefits, and has been developed from studies of consumer attitudes to climate change.

Eco-Elasticity: recognising the value in 'voluntary' green actions

Guy Champniss

Economic efficiency is one of the most well-established arguments for firms to adopt more environmentally and ecologically friendly business processes. The more efficient use of materials and resources means lower costs and greater agility – two key drivers for any business improvement. This 'Eco-Efficiency' continues to be a driving force in bringing businesses 'on side' as the environmental (and broader sustainability) debate continues to gain momentum.

However, the 'Eco-Efficiency' argument assumes that it represents the primary upside of a brand's attempts to mitigate for its environmentally damaging actions. In other...

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