> "Consumers seem to believe that products cannot become more sustainable without becoming more expensive."
Is mostly true though. Efficient market hypothesis and all, rational people are unsustainable because they view it as the best (economic) choice.[1] As a rule any deviation from the market optimum, in this case towards 'sustainability' will introduce inefficiencies and make things more expensive, even adjusting e.g. taxes to correctly account for externalities will make items more expensive (but make the system more efficient as a whole).
Is mostly true though. Efficient market hypothesis and all, rational people are unsustainable because they view it as the best (economic) choice.[1] As a rule any deviation from the market optimum, in this case towards 'sustainability' will introduce inefficiencies and make things more expensive, even adjusting e.g. taxes to correctly account for externalities will make items more expensive (but make the system more efficient as a whole).
[1]They of course may be wrong.