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Meeting the Demand for Green

Earth-conscious franchises attract like-minded entrepreneurs.

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This story appears in the December 2008 issue of Entrepreneur. Subscribe »

development follows a typical cycle: Market characteristics determine what's hot, consumers eat it up and franchises follow suit. In the green scheme of things, the same holds true, says , CEO of consulting firm iFranchise Group. "The trends you see with consumers are what you'll see in the franchise world thereafter," he explains. "You're not seeing a lot of pure green concepts yet, but the first wave [in green ] is just getting started."

That means franchising is rife with environmentally conscious opportunities in a variety of categories, including organic pizza shops, eco-friendly dry cleaning and green hotel chains. "Sometimes it's a matter of adding a green product line, and sometimes it's creating a whole new franchise," Siebert says. Either way, franchisors are trying to meet consumer demand first, then appeal to the franchisees who have a green streak.

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