Charles McCombs Cynthia Ris English 2089H 12/10/2012 Sustainability Driving Businesses Green.

A Literature Review When discussing sustainability, one must define the facet of sustainability they wish to talk about. Sustainability is a broad term that encompasses social, economic and environmental aspects that can often be hard to differentiate because each one is important to understanding sustainability as a whole. For this literature review, the focus will be placed on the general populations misunderstanding of what environmental sustainability really involves, how and why businesses are becoming more sustainable and what individuals are and are not doing to live sustainably. Misunderstandings The word sustainability is used in a lot of situations, from economics to the environment. Many people do not realize the large applicability of the term sustainability and assume it just pertains to being green or helping the environment. If more people had a broader understanding of this term then working together to be sustainable in all facets would be easier. The following source is concerned with explaining some of the common misunderstandings associated with all forms of the word sustainable. By clearing up some of these misunderstandings, one hopes that more individuals and organizations will see the value of being sustainable and acting upon the realizations to preserve our world. Lemonick, Michael D. TOP 10 Myths About Sustainability. Scientific American Special Edition 19.1 (2009): 40-45. Academic Search Complete. Web. 26 Sept. 2012.

This article is concerned with debunking myths about sustainability in an attempt to educate people who do not know much about this far reaching subject. The author begins by recognizing that many people equate environmental sustainability to going or being green. He immediately seeks to explain that going green is only one small part of sustainability by quoting the definition that the United Nations set in 1987, [sustainable development is] development that meets the needs of the present without compromising the ability of future generations to meet their own needs (Lemonick 2009). This definition encompasses the green aspect of sustainability, but it can also be related to sustainable economic practices. In relation to the global environment, the green part of sustainability is concerned with using the Earths resources wisely so that they can be preserved for our posterity. The article explains myths such as those that say that sustainability is all about recycling (Lemononic 2009) or that it is a synonym for green (Lemonick 2009). By explaining various myths that some people believe concerning sustainability, the author shows that the effort to become globally sustainable will require some effort from everyone, especially the major consumers and users of nonsustainable practices and products. Business Movement Towards Being Green In a free market society, consumer demand determines the business type and supply of goods. The following sources detail some of the ways that companies are changing their practices to become more sustainable or develop and greener products. The importance of this cannot be overstated, companies respond to the market with products that they believe are desired. As more have people become aware of what sustainability is and why it is important, consumers are beginning to push companies to set the example and produce sustainably as well as sell goods that promote the sustainability of the individual.

Bearse, Scott et al. Finding the Green in Todays Shoppers: Sustainability Trends and New Shopper Insights. Grocery Manufacturers Association. Deloitte Development. 2009. Web. 3 Nov. 2012. This study was made by the Grocery Manufacturers Association to persuade businesses that they should investigate sustainable practices and products as a way to draw in and retain more customers. The study discussed in the article showed that many customers think of greenas an important brand differentiator (Scott et al 2009). Put simply, if two products are essentially identical, many consumers will choose the product that is advertised as green or produced sustainably over one that is not. The authors of this article used the study they performed and other observed data about consumers to show businesses that going green could be one way to bring in more business because the idea of green or sustainable living is becoming more and more appealing to consumers. Capps, Brooke. Sustainability a Journey, Not Destination. Advertising Age 78.25 (2007): 12-. ABI/INFORM Complete; ProQuest Research Library. Web. 24 Oct. 2012. In support of the previous articles attempt to persuade businesses to look into sustainable practices, the author of this article says that marketers attempting to sell their products are going-or exploring-green because consumers are clamoring for it (Brooke 2007). The author lists several large businesses that attended a Green Conference in New York including Aspen Skiing and Co. and Tiffany & Co.. These examples are used to demonstrate that many businesses, there were around 550 who attended this Green Conference, are beginning to be conscious of what consumers want, which according to the author is sustainable and responsible production of goods. The previous article mentioned that sustainable living is becoming important to consumers, this article simply adds to that by saying that how companies are

producing goods is also important to consumers. Choi, Sungchul, and Alex Ng. "Environmental and Economic Dimensions of Sustainability and Price Effects on Consumer Responses." Journal of Business Ethics 104.2 (2011): 269-82. ABI/INFORM Complete; ProQuest Research Library. Web. 24 Oct. 2012. The study performed and discussed in this article can be summed up by stating that consumers respond positively to the knowledge about a companys good sustainability practices in both environmental and economic areas. The authors of this study say that describing companies as having poor commitment to sustainabilityleads to a significantly negative evaluation and purchase intent (Sungchul and Ng 2011) from consumers. The authors also note that consumers are happier with a company that acts with similar sustainable beliefs as their own, be that economic or environmental. Because this article does not specify a single definition of sustainability, it leaves room for open interpretation of the word. It may be necessary to define the term so that there is a standard for sustainability among businesses that consumers, businesses and the government can agree on. Fava, Jim, Steven Baer, and Joyce Cooper. "Green(Er) Product Standard Trends In North America." Journal of Industrial Ecology 15.1 (2011): 9-12. Academic Search Complete. Web. 3 Nov. 2012. The movement towards sustainability powered by consumers and received by companies has led to new standards, set by companies themselves and the federal government, for sustainable development and production. Standards for sustainable measures are being developed for appliances, electronics, food and even furniture. The specific terminology that describes some of these standards is also being included in many places so that consumers are better able to describe some of their sustainable efforts. For example, consumers will be able to

say that they have an Energy Star dish washer and that is saves a certain amount of water each month as compared to a non-Energy Star appliance. The article concludes by conjecturing that efforts to develop standards for sustainability are only just beginning and that in the next few years these efforts will increase rapidly. An increase in standards that describe how an appliance operates is one such area that is being expanded on. The author says that increasing sustainability standards for production will result in an increase in the number of sustainability practices done by individuals and companies. Green Mission. Whole Foods Marketplace. n.p., 2012. Web. 3 Nov. 2012. Whole Foods Marketplace is a company generally thought of as all about organic food. The Whole Foods Marketplace Environmental Stewardship page on their website explains how selling organic food is only one part of how, as a company, Whole Foods Marketplace is working towards green and sustainable production. This specific page of the website outlines many of the things that the Whole Foods company does in an effort to be sustainable. For example Whole Foods is the first major retailer to set off 100% of [its] energy use with wind credits (Green Mission 2012). Whole Foods Marketplace is one of many company websites detailing how sustainability is an important part of companys ideals, which as noted previously can lead to increased customer support and loyalty. Sustainable Practices by and for Individuals The following sources provide evidence gathered through various studies of more and more people looking for ways to act and buy sustainably. The growing awareness of the need to live sustainably can be hard to advocate, however, some of these articles provide ways that consumers can act sustainably and others show how views on sustainability have been changing over the years. This type of literature is important for the continued growth of the sustainability

movement. Doing the Green Thing. Whole Foods Marketplace. n.p., 2012. Web. 3 Nov. 2012. Whole Foods Marketplace not only promotes its own sustainability practices on its website, it has several pages detailing ways that individuals act sustainably. It provides reasonable and easy practices for consumers to try in an effort to live more sustainably. Acts like buying locally grown food to reduce transportation costs or buying green cleaning products that are naturally made and not harmful for the environment are suggested, and of course, products like these are carried by any Whole Foods store. Whole Foods Marketplace has responded to the consumer shift towards thinking about sustainability, not only by running their company in a sustainable way but by providing knowledge on how individuals can also live more sustainably. Dundes, Lauren, Anna Kulow, and Debra Lemke. "Energy Conservation Strategies among American College Students." Energy Efficiency 2.3 (2009): 233-41. ABI/INFORM Complete; ProQuest Research Library. Web. 23 Oct. 2012. The authors of this article seek to discover and explain what college students do to act sustainably. The authors believe that the next generation is the one that will end up driving the push towards sustainability and for that reason they choose to examine college students. Literature that they examined supported their belief that this age group is often a key force in social change. Their studies show that many of the environmentally beneficial acts that college students participate in are also have health benefits. Activities like walking or riding a bike instead of driving or buying fresh food are not only sustainable policies; they are healthy activities. The authors of this article believe that marketing sustainable practices as healthy practices as well may be one way to increase sustainable actions of college students and hopefully others as well.

Epa.gov. Environmental Protection Agency. 12 Sept. 2012. Web. 3 Nov. 2012. The Environmental Protection Agency is a large proponent for acts that promote sustainability, going green and other behaviors that are healthy for the Earth. Their website has a wealth of resources dedicated to education on ways for everyone to live sustainable. There is a Greener Product search option to allow visitors of the sight to discover specific products that are greener purchases for their needs. This tool has categories for businesses, individuals and manufacturers in an attempt to encompass as many groups as possible. Along with their outreach attempt, the EPA website has detailed explanations of sustainable practices geared towards different age groups like children 2-5 years old, teenagers, and adults. The goal of much of this website is to expand sustainable practices that are being performed by some individuals to all people and groups so that everyone can do their part to live sustainably. Morales, Lymari. Green Behaviors Common in U.S., but Not Increasing. GALLUP Politics. Gallup Inc., 10 Apr. 2010. Web. 3 Nov. 2012 The final article found for this review is one describing the number of people participating in green or sustainable behaviors. According to the statistics gathered by this group, green behaviors have not increased much in the last 10 years. This is at odds with the study done by Dundes, Kulow and Lemke who saw an increasing amount of sustainable practices among college students. This may be a sign that the younger generations will be the driving force behind sustainability in the future. However, the author of this article say that those who are willing to undertake such measures are already doing so, while other may never be willing to do so (Lymari 2010). The article also suggests that the amount of green behavior may be stagnant and one way to help may be to provide incentives for people to take on some of the green behaviors espoused by organizations like the EPA. Specifically mentioned

is the 5 cent per plastic bag tax levied in Washington D.C. which cut plastic bag usage from 22.5 million to 3 million in its first month in effect (Lymari 2010). Conclusion As the population of the Earth continues growing and using the Earths resources without bound, the global community needs to make a shift towards more sustainable practices. Many consumers are looking for ways to buy sustainable products and support sustainable companies, as well as ways to live more sustainably. This may be because they think that businesses are the main entities hurting global sustainability or simply because they do not realize all of the things that they can do to live sustainably. However, the consumer concern for sustainability is shifting some of the focus of many businesses from production and price to exploring the possibility of going green as a way to keep customers. New standards are being made for products; new practices are being picked up by companies; and individuals are increasingly looking for ways to act and live sustainably. Provided that education on sustainability continues and incentives for businesses exist, this movement towards living sustainably is likely to continue to increase as more and more people realize how their lifestyle choices affect the global society.