"Consumers seem to believe that products cannot become more sustainable without becoming more expensive." This belief is borne out somewhat when you visit a su

"Consumers seem to believe that products cannot become more sustainable without becoming more expensive." This belief is borne out somewhat when you visit a supermarket. Products labelled 'green' are often more expensive than 'non-green' products. Is it mostly 'green-washing'? I don't know but it does reinforce the belief that 'green' products command a premium price. Example brands that fit this perception: Ecover or Method. As far as organic fruit and vegetables go, the cost of these varies in the UK depending on the produce. Organic mushrooms are often the same price as non-organic mushrooms in many supermarkets. Some organic produce can be a little bit more expensive (e.g. onions) and other produce can be twice as expensive as non-organic (e.g. leeks). But being non-organic doesn't mean unsustainable.