Consumer driven corporate environmentalism : fact or fiction?

The role of consumers in driving organizations to be environmentally responsive is currently contentious. It is, however, important to understand the role that consumers play, because they can be a crucial pull factor for organizations. In this paper, we re-examine the role of consumers in driving business organizations to be environmentally responsive. Our analysis suggests that, despite the growth and interest in green consumerism, it has not yet matured to the stage where it is viewed by managers as driving corporate environmentalism.