Rapid environmental deterioration over the last few decades has
dramatically increased consumer awareness of environmental
problems. As consumers become increasingly critical of industry’s
reactive environmental policies, a growing number of companies are
developing company-wide environmental programs and “green” (environmentally
sound) products. Recognizing the increased importance of
environmental programs to market success, firms in the United States
are expected to invest more than $200 billion during the 1990s to make
their products “green”.1 The Marketing Intelligence Service also
reported that the share of “green” products as a percentage of total new
products introduced in the first half of 1990 rose to 9.2 percent from
0.5 percent in 1985.2 Increased investment in “green” products alone,
however, does not guarantee a successful environmental program.
The establishment of a company-wide environmental program should
begin with source reduction of solid wastes. Examples of such wastes