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Profits and SustainabilityA History of Green Entrepreneurship$
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Geoffrey Jones

Print publication date: 2017

Print ISBN-13: 9780198706977

Published to Oxford Scholarship Online: May 2017

DOI: 10.1093/oso/9780198706977.001.0001

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Making Money by Saving the World

Making Money by Saving the World

(p.173) 5 Making Money by Saving the World
Profits and Sustainability

Geoffrey Jones

Oxford University Press

This chapter examines the scaling and diffusion of green entrepreneurship between 1980 and the present. It explores how entrepreneurs and business leaders promoted the idea that business and sustainability were compatible. It then examines the rapid growth of organic foods, natural beauty, ecological architecture, and eco-tourism. Green firms sometimes grew to a large scale, such as the retailer Whole Foods Market in the United States. The chapter explores how greater mainstreaming of these businesses resulted in a new set of challenges arising from scaling. Organic food was now transported across large distances causing a negative impact on carbon emissions. More eco-tourism resulted in more air travel and bigger airports. In other industries scaling had a more positive impact. Towns were major polluters, so more ecological buildings had a positive impact.

Keywords:   organic food, ecological architecture, eco-tourism, natural beauty, green entrepreneurship

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