Through a consumer study taken in 1999, it was discovered that environmental issues are ranked above human rights, animal rights and welfare issues (Wheale & Hinton, 2007). This information shows growing consumer demand of companies providing goods and services that preserve the environment and adopt a “green” approach to business. In a similar study, according to Iannuzzi (2011), a compelling global demand for “greener products” was demonstrated by over 60% of all countries studied, further demonstrating the desire of environmentally friendly green brands. In the study, environmental awareness was placed among the most vital product traits that consumers valued when purchasing, along with minimising toxic and hazardous substances, water preservation and recycling (Iannuzzi, 2011). Green brands are ultimately more attractive to a lot of consumers nowadays, and committing to such sustainability is now essential to stay competitive.