<p><span>We construct a new text-based measure of firms’ green product introductions using trademark filings. Firms with more green products have higher green revenues, lower emissions, better environmental ratings, and higher firm value. The valu</span><span>e</span><span> </span><span>increase</span><span> is stronger when consumer environmental awareness is higher, both over time and across regions. Exploiting rich textual information in trademark registrations, we show that the valu</span><span>e</span><span> </span><span>increase</span><span> is concentrated in green products that build on firms’ core businesses, create synergies, or extend prior green experience. Using nearby natural disasters and peer firms’ environmental scandals, we show that firms increase green product offerings following environmental shocks.&nbsp;</span></p>