I saw an article on Reuters from Bain saying that many consumers would pay more (5%-10%) for sustainable products.

Well, I think that’s wrong, don’t you?

Giving sustainable products a premium price tag makes them luxury, nice to haves.

I think we need to raise prices of non-sustainable goods to fund the reduction of the green-premium on sustainable products. It should be cheaper to make the sustainable choice, not the other way round.

Of course, I know that’s probably very much easier to say than do, but am I wrong? What do you think?