More people are choosing eco-friendly products, even though they often come with

More people are choosing eco-friendly products, even though they often come with a higher price tag. To understand this, we can apply the Rational Choice Theory, which suggests that individuals make decisions by weighing the costs and benefits to maximize their personal satisfaction or utility. When Rational Choice Theory comes to purchasing decisions, this theory posits that consumers evaluate the costs and benefits of each option and choose the one that offers the greatest net benefit. In the case of eco-friendly products, while the initial cost might be higher, the perceived long-term benefits often outweigh the immediate expense. So why are more people choosing eco-friendly products despite their higher price?