Total Value and Sustainable Products

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?