Green industry firms have competed for decades on the basis of quality and service. While these competitive dimensions are still important, the industry has continued along its path of maturation and firms must incorporate other factors into their value proposition in order to be successful in this hypercompetitive market. Given the recent economic downturn of 2008–2009, consumers are more value-conscious than ever, but are still willing to consume, and pay premiums for, products and services that enhance their quality of life. This paper summarizes the peer-reviewed research regarding the economic benefits, environmental benefits (eco-systems services), and health/well-being benefits of green industry products and services that serve to enhance the quality of life for consumers.

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Author notes

2Professor and holder of the Ellison Chair in International Floriculture, Texas A&M University, Department of Horticultural Sciences, College Station, TX 77843-2133. chall@tamu.edu.

3Undergraduate student, Tulane University and former student worker, Department of Horticultural Sciences, Texas A&M University.