Environmental business is defined by having environmental issues as key drivers for productdevelopment, production development and marketing. Environmental technology and cleantech are commonly accepted as being green businesses as these sectors deliver environmentally preferable products and services. The companies within these sectors deliver solutions that contribute to improving the environmental performance of their customers and to enhance the competitiveness of clients sectors and the economy as a whole (OECD, 2010). However, companies in these sectors may not necessarily set and implement environmental goals for their own activities and manufacturing processes. There are three main possible motivations for environmental technology companies to operate as ‘green-green’ businesses: i.e. to manufacture their environmentally superior products in an environmentally friendly manner: i) ‘competitive advantage’, ii) ‘environmental responsibility’ and iii) ‘environmental leadership.