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Increased expectations from society and demands to attract, satisfy and retain customers have made it strategically vital for companies to adopt practices and create products that strive to protect the natural environment. (Dangelico and Pujari 2010)
This review of Bansal and Roth (2000) and Dangelico and Pujari (2010) aims to advance our understanding on the motives surrounding why companies choose to go green, different types of green products and challenges facing companies that integrate environmental (green) sustainability in product innovation.
In these studies, Bansal and Roth (2000) and Dangelico and Pujari (2010) apply theoretical sampling of 53 various firms in UK and Japan and in-depth interviews in 12 manufacturing firms in Canada and Italy respectively to develop conclusions on the contextual factors that induce ecological responsiveness and the integration of ecological sustainability into product innovation.
Going green signifies engaging in more environmentally friendly activities like recycling of waste, reduction of energy consumption and development of ecopr…
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