Earthenterprise Tool Kit - International Institute for Sustainable ...

Table of Contents
Foreword
Preface
Acknowledgements
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Introduction 1
Avalanche Markets 9
Green Consumers: Selling to the Masses 12
Understand Green Consumers, In Depth 12
A Road Map to Green Consumer Purchasing Behaviour 13
Interpret the Demographics 14
Know the Market Size for Green Consumers 16
How to Target Deep-Green Markets 17
Know the Factors That Drive Green Market Growth 17
Build Credibility if You Want to Grow 17
Utilize Industry Standards 18
Be Ready to Compete When the Mainstream Arrives 21
Target Retailers That Want to Sell Green Products 22
Concepts for a Competitive Strategy 22
Action Plan for a Competitive Strategy 23
Green Procurement: Purchasing for a Sustainable Future 26
Respond to Customer’s Stated Intentions 27
Work Together as Partners 28
Forge New Alliances/Watch for Leaders of the Pack 29
Watch for Kick-Started Markets 30
Understand Federal Government Purchasing Programs 32
Tips to Green Your Own Suppliers 32
A Buyer’s or Seller’s Checklist for Green Procurement 33
Green Industries: Markets for Environmental Technologies 35
Monitor and Participate in Voluntary Programs 37
Watch the Leaders in Pollution Prevention 39
Work Together to Maximize Effectiveness 39
Business Opportunities in Sustainable Technology 41
The Demand Side: What Creates Markets for New Technology? 44
Understand Environmental Laws, Regulations,
and Standards as Technology Drivers 44
Assess International Agreements
as Sustainable Technology Drivers 45
Exploit New Demand Pulls for Sustainable Technology 48
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