[shioyama]

"Consumers seem to believe that products cannot become more sustainable without becoming more expensive."

This unfortunately prevalent belief is extremely destructive. If people believe it must cost money to be environmentally friendly, then they will not be motivated to look for profit from actions that have a net positive impact on the environment. And that means the entire motivation to make money, which drives business and most of the economy, is largely absent from the range of serious problems we label as "environmental".

Luckily some people (like the ones in this article) see through this myth to find profit from this collective blind spot.

[tomatotomato37]

The irony is that sustainable practices are so effective at lowering costs that they can actually cause higher overall consumption levels due to all the new business potential; aka the Jevons paradox. I believe the issue is all the pointless green-signaling products out with ridiculous markups tainting public perception.

[mschuster91]

The key is better education. Without this, all we others do to try and save the world climate from extinguishing human life is made moot.

[jacobush]

It will never extinguish. Maybe kill most humans, not all humans.

[thereisnospork]

> "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).

[1]They of course may be wrong.