Is it wrong to make money off green tech? No, it's called capitalism

The Green Technology Forum blog recently carried this item about a PricewaterhouseCoopers study showing that 40 percent of technology executives believe "significant market opportunities" are popping up out of the environmental movement.

Gee, and I thought the increase in green tech pitches I'm getting was because more companies have a green conscience.

Seriously, in the space of a year, we've gone from a situation where technology companies were reluctant to really do much because consumers seemed unwilling to spend extra on green tech to a market in which environmental sensitive or, at the very least, energy efficiency has become a buying imperative. Simultaneously, it seems like tech companies are finally figuring out how to make money off the green tech movement. Here's the press release with some more info on PricewaterhouseCoopers' research.

And, here's a link to the entire study, called "Going Green: Sustainable Growth Strategies."

Here'