This paper presents the development of a process for manufacturing companies to facilitate environmental thinking for the integration of environmental concerns into their business operations. The process takes its point of departure in Corporate Social Responsibility while maintaining focus on obtaining direct benefits for the business. By understanding the end-uses’ perception, drivers, limitations and wants in regards to green products, as well as a general understanding of environmental impacts of the product, companies can detect environmental improvement options that are feasible to achieve and which consumers are interested in buying, therefore obtaining results that are good for the business and good for the environment.