We just began an interesting experiment at TerraCycle: Opening our first retail outlet and giving people a place to bring in what they’d normally mail to us as part of our collection Brigades. But that’s not the most interesting part. We’ve decided to see what people will do when given the chance to pay whatever price they want for products.

In this economy, will people intentionally undercut the price? Will they, unaware of what we really charge, which, whenever possible, is the same or lower then comparable non-green products, actually overpay for their purchase? Or, might they, knowing we’re a company working hard to make as sustainable a product as possible, make a point to pay more as a show of support?

Article continues: When Given the Chance, Will Consumers Pay More for Green?