Every industry, every hobby, every action can have a green shade. Going green means either improving the planet or improving its people or both. Any product, process or service that saves natural resources or re-uses these resources is considered green. Any effort to help people live healthier lives is green. And any business based on these ideas is green.
Considering the green business as a relatively new concept in business world, people are sometimes suspicious about green business opportunities. Are people really buying green? Do they really appreciate the efforts of ecologically conscious small companies? With the fact that some 50 million American consumers are classified as LOHAS (with lifestyles of health and sustainability), the answer is positive. The Natural Marketing Institute is very satisfied with this statistics which shows «customer’s profound sense of environmental and social responsibility».