Identify a sustainability strategy at a company where you are a consumer. Does ''green'' marketing appeal to you? Does this depend upon your assessment of the company's actual versus advertised sustainability performance? The anti-environmental posture prevalent in industry poses an obvious barrier to voluntary sustainability initiatives. This posture stems in part from two paradigms for thinking about environmental management. The ''crisis-oriented'' environ- mental management paradigm considers the purpose of management to protect and enhance business performance in terms of making more money, which encourages uncooperative behavior toward anyone with a countervailing agenda, including environmental advocates. The ''cost-oriented'' environmental management paradigm considers environmental regulations as simply a cost of doing business. Corporations will pollute as much as necessary to profit from the polluting activity, and will count environmental sanctions as one more cost of operations on the balance sheet. Both of these paradigms place priority on business profitability, viewing environmentally sustainable measures as a barrier to that end. Why implement sustainable measures in SCM? There are at least four reasons: 1. Legal compliance with government regulations 2. Maintain positive community relations 3. Increasing revenue 4. Satisfy moral obligations. Environmental regulations typically define two sets of standards which must be adopted by major sources of pollutant emissions. The first is a design standard, which specifies the type of technology necessary for the pollution source to be in compliance with the regulation. The second is a performance standard, which specifies the amount of permissible pollution leaving the choice of pollutant reduction technology to the polluter. Failure to comply with environmental regulation can result in penalties, fines, litigation costs, increased inspections leading to lost productivity, plant closure, and bad press (not to mention potential environmental and human health consequences).