This book investigates the evolving role of the consumer in driving environmental change and corporate responsibility. John Elkington, a renowned environmentalist and author, draws upon extensive research and analysis of market trends to present a framework for understanding and influencing green consumer behavior. The book argues that consumer choices, when aggregated, possess significant power to shape business practices and promote sustainable development.

This seminal work is recognized for its early and comprehensive examination of the burgeoning green consumer movement. It provided a foundational understanding of how consumer demand could influence corporate environmental practices. The book is often cited for its forward-thinking analysis of sustainability and corporate social responsibility.