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In the "Thinking Green" box in the chapter, it's become apparent that many companies are:
Avoids Pain
The natural human tendency or behavior to avoid situations or actions that may lead to physical or emotional discomfort.
Ethical Hedonism
A philosophical belief that pleasure or happiness is the highest good and proper aim of human life.
Normative
Normative refers to standards or norms that are used to guide, control, or regulate behavior and beliefs within a society.
Pursuit
The act of following or chasing after something with the goal of catching or achieving it.
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