An ecologically correct product: a case study of motivation

Abstract

Ecological correct products are being used as a business opportunity in response to the dissemination of information and the growing concern about the importance of environmental preservation. It is of interest to understand the motivations in the consolidation of the concept of sustainable development and the adoption of the environmental variable in the philosophy and strategy of business accompanied by the introduction of ecologically correct products. This case showed that motivation for this ecological correct product was only remotely related to the concept of ecology in the business strategy. However this was not detrimental to product success thereby disclosing an attractive alternative for a competitive advantage.