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The ideology of eco-capitalism was adopted to satisfy two competing needs: 1) the desire for generating profit by businesses in a capitalist society and 2) the urgency for proper actions to address the struggling environment in the face of human activity. Under the doctrine of eco-capitalism, businesses commodify the act of addressing environmental issues.[1]
Therefore, specific traits of the eco-capitalism includes:
- an emphasis on new sustainable technology
- the development of alternative energy sources as a new area of employment
- an encouragement for
- ^ Prothero, Andrea; Fitchett, James (June 2000). "Greening Capitalism: Opportunities for a Green Commodity". Journal of Macromarketing. 20 (1): 46-55.