It depends on the investment recovery time and total initial investment. If it is very expensive to make the changes needed to reduce emissions, most companies won't bother - either because they don't have sufficient capital to do so or because it will take too long to recover the investment and start to profit from the effort. If it is inexpensive, most companies would have made those changes already, because the increased business that can be expected by advertising as being "green" would be worth the investment.


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