Green Capitalism?: Business and the Environment in the Twentieth CenturyAt a time when the human impact on the environment is more devastating than ever, business initiatives frame the quest to green capitalism as the key to humanity's long term survival. Indeed, even before the rise of the environmental movement in the 1970s, businesses sometimes had reasons to protect parts of nature, limit their production of wastes, and support broader environmental reforms. In the last thirty years, especially, many businesses have