A recent study found that one of the negative and inaccurate perceptions of green is that “it is feminine and not for men.” As a business person, most definitely male and unquestionably green, I was puzzled when I read that because it is so contrary to what we have experienced since launching our green business almost five years ago. We find that in our green packaging business, we probably have as many male customers as we do female customers. We have however found that their initial motivations may be slightly different.

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