In this environment, many suppliers will sacrifice margins for fixed long-term contracts with a reputable, credit-worthy buyer, especially as it can help them establish lines of credit with their banks.

WSJ: United They'll Stand

In a market economy, firms that adopt high-cost technologies in service to the environment typically have one of three things: a set of consumers whose interest in the environment makes them willing to pay more than market prices, a set of workers willing to sacrifice wages in exchange for environmental friendliness, or a set of investors willing to take below normal returns.

FORBES: Moving Energy Efficiency Beyond The Business Case for Sustainability