It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality (versus that of the person using...

Corporate environmental ethics has moved from a niche issue within business strategy to a potential source of competitive advantage. Firms, however, are comprised of individuals who vary in their personal beliefs regarding environmental responsibility. Environmental stewards are those employees...