during the production process etc. Since these costs are not included in the purchasing price, unsustainable products have a competitive advantage and can be offered at a cheaper price on the market. Price system therefore doesn’t include the externalized costs that are sustained mostly by the environment, ecosystem, general public and developing countries. One solution to this problem might be the internalization of costs, which will be likely to take place in the future due to increasing importance of social and environmental topics. The task of sustainability marketers is to foresee the change of customer behavior and to duly anticipate the effects of internalizing social and environmental costs in the long run. References External links http://benalorscaalors.blogspot.com/2009/09/matons.html Costs