The Greening of Markets

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'Eco-friendly' variants are rapidly gaining market share in many industries such as food, textiles, furniture, detergents and paints, automobiles, electrical appliances and domestic energy. These markets usually exhibit environmental differentiation, where consumers differ in their willingness to pay for the environmental attributes of a product. Building on the existing literature, this novel book provides a comprehensive analysis of firm strategy and environmental policy making in these types of `green' markets.