During the current recession, studies show that consumers willingness to pay more for the green but expensive products has decreased as compared to the past decade. However, despite having an understanding of this changing consumer attitude, food retailers in Sweden insist on their marketing strategy as environmentally friendly. When maximizing profits is considered the major corporate goal of every business, investigating the managements' point of view on environmental friendliness as profitable marketing strategy during the current recession period becomes an interesting topic for research....