Despite sometimes knowing that businesses are taking harmful steps to manufacture their products, they tend to look the other way if their changing product means less profit for them. So, even if a company can be more sustainable, they can choose not to be.
Such was seen in the orange juice market. PepsiCo had conducted research to see if using tetrapaks, to package their orange juice, was more environmentally friendly than using plastic containers. Their competitor Coca-Cola was, at the time, using plastic containers. The researchers came back and the results showed that using tetrapaks