Price says H-P has focused on the environment and sustainability for more than 50 years. H-P was one of the first technology companies to instill a recycling program way back in 1987, and today has recycling capabilities in more than 50 countries around the world.

Price, who is currently writing a book called “The 42 Rules of Green Marketing,” points out the environmental standard program the company implemented in 1991 to help advance energy-efficient technologies at the company.

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“We know consumers want to hear our environmentally responsible stories,” Price says. “Consumers want to make the right choice, but you have to make it simple for them. [H-P tries] to make it really easy for customers to go green. Price and quality and performance are the number one purchase drivers [for consumers]. Environment is still behind those, but it is a tie-breaker.”