... offering “non -green consumer value (such as convenience and performance). Green Marketing Myopia Defined Green marketing must satisfy two objectives: improved environmental qual-ity and customer ... reached at jaottman@greenmarketing.com. Edwin R. Stafford is an associate professor of marketing at Utah State University, Logan. He researches the strategic marketing and policy implica-tions ... March 2002.2. See, for example, K. Alston and J. P. Roberts, “Partners in New Product Development: SC Johnson and the Alliance for Environmental Innovation,” Corporate Environmental Strategy...