newly introduced sustainable products, that are designed to be resource efficient, thus having lower use costs than conventional products. Products such as washing machines and refrigerators are examples that save water and energy in significant amounts, at the cost of complicated controls. Post-use costs Post-use costs comprise the costs, which occur after the product is at the end of its life: the costs include the collection, storage and disposal of the item. These costs are strongly affiliated to the type and amount of packaging, design and durability of the product, the use of recycled materials and the possible resale, recycle and deposition possibilities. Consumers are generally not very aware of post-use costs. Since developed countries usually include the disposal costs in property or public service taxes, these costs are not explicitly related to the product, except when those extra costs are billed directly to the consumer. In order to dispose waste, it either has to be dropped off at a collection point or collected at the curbside. In the first case the consumer has transportation costs; in the second case the consumer faces storage costs. In addition, there are the hidden costs for separating the waste, for the time consumed by it, and the time cost of learning how the disposal system works. Resale can be a way to reduce the post-use costs, and has become more attractive through low cost electronic selling platforms such as eBay. Recycling a product also extends the lifespanand enhances the material value of the product. The marketer perspective Sustainability marketing should consider the total customer cost for the entire consumption process, which is equal to the sum of all costs related to a product. This includes the price, purchase costs, use costs and post-use costs. Marketers integrate this perspective into a marketing strategy in order to promote sustainable products. Two important purposes of sustainability marketing are the reduction of the total customer cost and making customers aware of it. Reducing total customer cost Price In economics, demand curve theory demonstrates that the demand of a good is a function of first, its price and second, that the demand generally moves in the opposite direction of price change. This doesn’t apply when consumers interpret high prices as an indicator of quality or exclusivity. For instance LOHAS (Lifestyles of Health and Sustainability) are consumers who value sustainable products and esteem quality. Indeed, the price elasticity of