Americans’ fashion-forward sensibility is sustained by globe-spanning supply chains that consume enormous amounts of water, energy, chemicals, cotton, oil, and other resources, while casting off equally enormous amounts of waste and entangling workers in often dangerous, poorly paid jobs. The Sustainable Apparel Coalition, including large, prominent brands such as Adidas, American Eagle, Kohl’s, Levi, and Walmart, is working to improve sustainability throughout the global apparel industry. The Coalition developed a process to measure the apparel industry’s environmental, social, and labor impact through its tool called the Higg Index. Companies can enter data about their business practices and the Higg Index system produces a “score card” that allows those companies to compare their sustainability performance with competitors and industry standards. 

Question
Think about shopping. Assume you are considering two pairs of jeans of equal style and quality, one with a favorable sustainability score, one without. Assume the jeans without the favorable score are priced at $50. How much more would you be willing to pay for the jeans with a favorable score?
a. Nothing more.
b. $5.
c. $10.
d. $25.
e. $50.
Explain.