Abstract
Green product (GP) development has become a key strategic consideration for many worldwide organisations, mainly due to environmental regulations and public awareness of environmentally conscious practices. In particular, companies are devoting more attention to products which reflect the need for environmental preservation, as well as allow them to maintain their market share and competitive advantage (sustainable economy). However, the market shares of many GPs have not increased in correspondence with the rising environmental awareness. Therefore, it is relevant to identify and discuss the role of the key factors that influence GP development.
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