1. "Unless we Change we'll Get Where we're Going" -- 2. Human Behaviour Towards the Environment - Patterns and Understandings -- 3. 'Green' Industry - Myth or Reality? -- 4. Structuration Theory - a Framework for Analysis of 'Green' Industry -- 5. Methodological Approach -- 6. Why Companies Go 'Green' - What the Literature Says -- 7. Motivations for the 'Greening' of Industry - 'Insider' Views -- 8. Help from Inside and Outside - Factors Assisting the 'Greening' of Industry -- 9. Hurdles and Hindrances - Factors Inhibiting the 'Greening' of Industry -- 10. A Typology of 'Green' Companies -- 11. Tips for Growing 'Greener' - Conditions Needed for 'Green' Industry to Expand