Edwin R. Stafford, Cathy L. Hartman, Save the Environment and More! Lessons in Green Marketing, The Solutions Journal, Volume 4, Issue 3, May 2013, Pages 27-32 (https://www.thesolutionsjournal.com/article/save-the-environment-and-more-lessons-in-green-marketing/) Abstract: “I don’t like the federal government taking choices away from consumers,” declared United States Representative John J. Duncan, Jr., of Tennessee’s second congressional district, “I think the country is much better off if we give the American people more choices instead of fewer.”1 This sentiment framed the political firestorm over light bulbs in early 2011. Duncan was part of a growing chorus of policy makers and pundits voicing opposition to the part of the Energy Independence and Security Act (EISA) of 2007 which mandated that, beginning in 2012, light bulbs sold in the United States would have to be approximately 25 percent more energy efficient. At issue was the idea that existing, inexpensive incandescent light bulbs would be banned. This technology had not evolved much since Thomas Edison’s invention in the 1880s, making it terribly inefficient. The Alliance to Save Energy (a coalition of light bulb manufacturers, power utilities, environmental groups, … Topics: Business; Conservation