Adopting practices that reduce your overall impact on the environment. These may include reducing your energy usage, recycling, and/or designing, remodeling infrastructure and processes that are more energy efficient. (Hall, 2009)
To determine the right strategy, companies need to answer these questions:
In regards to consumers,
How substantial is the green consumer segment for the company? Can the company increase revenues by improving on perceived greenness?
In regards to processes,
Can the brand or company be differentiated on the green dimension? Does the company have the resources, an understanding of what it means to be green in its industry and the internal commitment at the highest management levels to be green?