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products to meet these requirements. Many companies appear to possess a social conscience or see the benefits of meeting the demands of green issues; this is the case with McDonald's.

The belief that environmental responsibility is now a corporate function is based on research indicating that consumers want such changes and will theoretically repay industry investments by accepting higher prices. In a survey by Dagnoli (1990) Joe Montana Jersey , 82% of the respondents claimed to have changed their purchasing decisions because of environmental concerns. Seventy-seven percent of those surveyed also reported that a company's environmental reputation influenced their choice of brands. Environmentalism is enough of a concern that 78% of the respondents said they would switch to an environmental container if it were priced 5% higher than a less-environmentally friendly container. Another 47% said they would pay as much as 15% more for environmental packaging.

Businesses currently involved with the environmental movement have noticed the increasing number of markets influenced by environmentally concerned consumers, and naturally are hoping this trend can boost their companies' long run profits. Proactive companies like McDonald's are attempting to take leadership roles in the area of environmentally friendly products in order to gain a competitive advantage (Smyth, 1991, p. 70).

For McDonald's, environmental marketing has become one of the primary societal marketing tools. Although much confusion still exists concerning the specifics of green marketing Jimmy Garoppolo Jersey , one thing that has been learned is that consumers will not always pay more for green products (Winski, 1991, p. 3). Despite consumer claims to the contrary, the initial sales of environmentally friendly products and packaging have been slow (Reitman, 1992 Reuben Foster Jersey , B1). Recent trends indicate a lack of willingness to actually pay premium prices for such products (Wasik, 1992, p. 17).

Thus, today's market for environmentally-friendly goods is greater than ever. To capitalize on this movement, managers and marketers Cheap 49ers Hats , as McDonald's case shows, must promote the environmental benefits of their products and maintain prices in a range near that of their competitors that do not emphasize environmental concerns. Promoting the environmental friendliness of products will be most attractive to some customers, while attributes aimed at convenience will be attractive to others. Although these aspects of the product mix are important, competitive pricing of environmentally-friendly goods may be the key to capturing a significant market share. Once high market shares are reached, cost reduction programs should allow producers to increase profit margins from green products.