The key to creating a successful business is not guaranteed by disingenuously "going green" especially if that term lacks certain definition. Rather, in addition to adopting principles of environmental stewardship, the values-based leader will discover that in freely espousing and implementing principles in the workplace, consumers with like values will often pay a product and/or service premium to patronize a business demonstrating like mindset. This is the true way of achieving business success.
Brauer, David B.
"The Values-Based Revolution,"
The Journal of Values-Based Leadership:
2, Article 7.
Available at: http://scholar.valpo.edu/jvbl/vol2/iss2/7