How to make eco-business profitable: a view from business strategy

The eco-products may be generally more expensive than the conventional ones with their qualities less comfortable for use. These features put eco-products in a less competitive position than their substitutes in markets. One of the business strategies to make eco-business profitable is, therefore, to create a favorable market environment for eco-products. One of the measures of the global warming problem is to promote the introduction of environmentally friendly technologies and commodities into markets. The purpose of this paper is to evaluate from the user´s viewpoint the cost-effectiveness of energy-saving technologies and new energy commodities and to propose an appropriate rule of bearing environmental costs. The Citizens Pay Principle is derived from the generalization of the Aachen Model in Germany