Because concern for the environment is now a pivotal element in consumer decision-making, studies have found that the demand for green brands is higher than ever before (Ahmad & Thyagaraj, n.d.). A number of studies have also suggested that such a demand for greener products is due to consumers’ self-expressive benefits. When supporting green brands, customers believe this determines their role in society and as stated by Ahmad and Thyagaraj (n.d.), this gives consumers satisfaction that they are perceived as having an eco-friendly attitude. Various components have been stipulated as effects on conscious consumer behavior such as changing perspectives, awareness of environmental issues and greener products, and people’s perceived environmental contribution in society. Such factors help green brands to segment, define and target their market (Baker, 2003).