Ex Nihilo Dutluk: Consumers will not pay a premium for sustainable products in a less affluent society, but if the organizations find a way to produce a sustainable alternative with the same price tag, most probably, consumers will opt for the latter.

Consumers will not pay a premium for sustainable products in a less affluent society, but if the organizations find a way to produce a sustainable alternative with the same price tag, most probably, consumers will opt for the latter.