“Green marketing” usually refers to using an environmental pitch to sell a product. A car creates less pollution, a paper product is made from recycled content, and so on. Results of appealing to environmental sentiment have been mixed. On one hand, the Toyota Prius has sold better than would be justified purely by the economics of the premium-priced vehicle. On the other hand, many people aren’t willing to suffer even a minor inconvenience in the name of the environment, as shown by the hotel towel experiment I described in Green Marketing Doesn’t Work. Beyond overt green marketing, though, some environmentally sound practices are simply good for business. One study shows that changing the retail lighting environment can be good for the environment AND boost sales: […]