The Natural Marketing Institute suggests that the most successful green product strategies offer consumers a two-fer, layering a slightly selfish payoff over a fundamental core value, MediaPost reports.

“Consumers are aspiring to achieve the double pay-off of exclusive experiences while supporting guilt-free and eco-friendly goods and services,” says Gwynne Rogers, business director for NMI’s lifestyles of health and sustainability division.

The trend is most noticeable in products that allow consumers to turn their deeper values into fashion statements. “When you drive your Prius or walk around with your Whole Foods shopping bag, you project an aura of concern,” she says. “But you also get those hidden perks. You save money on gas, and you’re getting healthier food.”

Last week, an article on a similar subject said that green marketing must satisfy two objectives: Improved environmental quality and customer satisfaction.