“…Research began to investigate whether there was a significant group of consumers willing to make changes in their lifestyles and spend their money responsibly (Burke and Milberg, 1993;Kalafatis et al, 1999;Shaw and Clarke, 1999;Shaw et al, 2000;Thφgersen, 1999). That was, and remains, a central question for businesses: could they take the chance of changing their business model from the dominant social paradigm, prioritising on the (misguided) belief that the Earth has limitless resources for humans to support their progress or moving to a more positive, ethical and sustainable agenda (Batson, 1996;Di Norcia and Larkins, 2000)? And if businesses did become more ethical and sustainable, would consumers repay them with custom and loyalty (Lo and Sheu, 2007;Zbuchea, 2013)?…”