信州ブックレットシリーズ６電子書籍版

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ozone depletion and water scarcity) are lower (Figure 4), further reducing the pressure for businesses to respond to these challenges.This situation reinforces a message which has been given by sustainable businesses ever since the formation of the World Business Council on Sustainable Development (WBCSD) in 1992- that is to say that business can only become more sustainable if given a level playing field and appropriate signals and rewards by the market. To this end, the WBCSD has repeatedly called on governments to remove perverse subsidies, apply the polluter pays principle, implement economic reforms (pollution tax, cap and trade, certification etc.), include resource use in GDP goods and services, and incorporate the costs of externalities (starting with carbon, ecosystem services and water) into the structure of the FIGURE 4 CONSUMER CONCERNS OVER 　　　ENVIRONMENTAL ISSUES69

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