In the last decade growing consumer interest in environmental issues has significantly impacted how advertisers market their products and companies. The evidence regarding this greater concern for the environmental impact of commercial goods has been documented by several marketing groups. A 1989 survey by Michael Peters consultants found that 53% of the Americans asked had refused to buy a product in that year because of the effect of the product or package on the environment; 75% indicated that they would purchase a product with biodegradable or recyclable packaging even if it meant spending more money. In 1990 an Abt Associates study of American consumers showed that 90% of those interviewed were willing to pay more for environmentallyfriendly products. For many years, German, Scandinavian, and Dutch consumers had shown a willingness to buy phosphate-free detergents and other so-called environmentallyfriendly products. Indeed, a German business was saved from bankruptcy...