They are the individuals who can act as stewards while it is governments who can control price incentives for less water-intensive crops, and offer long term stability.
Division executives have employed pricing strategies aimed at sustaining profit margins rather than sales volume, with historically fewer price incentives than rival brands.
Sales of green products will not become commonplace until suppliers give consumers better price incentives in-store and online to follow their consciences.
Moreover, they'd still have a clear price incentive to manage their consumption with care and to retro-fit energy conserving measures down the track as their financial circumstances improved.