Foreign Literature An increasing number of consumers have voiced their concerns for environmental deterioration. The environment is not what it used to be a hundred years ago. Because of careless activities by humans, the environment has been constantly and continuously corrupted. Specific causes for concern about the environment degradation due to varied technological and production processes, pollution of air and water, and endangerment and extinction of species critical to human sustenance and aesthetics, population explosion, resource depletion, over harvesting of natural resources and the general degradation of social environment due to impairments of the physical environment (, 1992; , 1992). Consumers have had enough of these wrongful practices and hence, consumers are now actively seeking environmental performance in the products and services that communicate environment

tal responsibility and stewardship ( 1999). In major international markets, consumers are demanding that firms produce increasingly higher quality products and services that are consistent with societal and environmental values if they wish to remain competitive in global markets ( 2000). Hence, consumers have become more discriminating...for green products and services (, 2001). A study shows that 66% of respondents have switched product brands in an effort to obtain more environmentally sound products (, 1995). The general public is concerned about the environment and that the majority of people see the integration of environment and economy as a win-win scenario (, 1996). As consumers demand more green products and services, corporations are finding the going green makes good business sense as well as good environmental sense ( 1997). Stakeholders, such as suppliers, government agencies, and other strategic partners, as a result, become much more concerned