For some businesses not focused on sustainability, value may be solely determined outside the customer’s
focus on green behavior. For example, if the burger tastes good, the customer will buy it. In the case of
sustainable products, meaning those products made with effort to be environmentally and socially
responsible, sustainability plays a large role in the customers’ decisions to buy, or are central to the
company’s brand. Identify a Saudi business that may not yet be focused on sustainability, and imagine that
they wish to deliver products that are more socially, environmentally, and economically superior. Describe the
total value proposition from a sustainability perspective. In that total value proposition discussion, include a
discussion of use values, and nonuse values for the business’ green products. How should the business
determine WTP, WTA, or consumer surplus?
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