In fact, when people are selecting quality products (within their budget) at the internet, they often end up with 3 or 4 alternatives. In such cases, sustainability may become the determining issue for the final choice.
For products in the high quality range, the issue of sustainability can be made part of the product brand image (example: Swedish cars in comparison with American cars). The ‘feel good’ factor is extremely important for these ‘high end’ markets. It generates “repeat buyers”.
However, be aware that jour buyers have negative doubts on the functional quality of a green product. Many people believe that making a product green goes hand in hand with: (1) either a higher price, or, (2) when the price is the same, a lower quality. Examples are everywhere: an electric car has a lower driving range; a green vacuum cleaner has less electrical power, so less suction power; etcetera.
The conclusion is that the quality of a green product must be emphasized at the point of sale (Visser et al 2015), to counteract the negative connotation of the green brand. In the shop, people buy the best quality for money, at home they value green.