Concepts: Apply Marketing Metrics The chapter discusses the growing importance of sustainabil ity, and it notes that companies and consumers increasingly consider other costs in addition to financial kinds when they decide what to sell or buy. One of these cost categories is damage to the environment. How can marketers make it eas- ier for shoppers to compute these costs? The answer is more apparent in some product categories than in others. For example, American consumers often are able to compare the power consumption and annual costs of appliances by look- ing at their EnergyStarTM rating. In other situations, we can assess the carbon footprint implications of a product or ser- vice; this tells us how much CO, our purchase will emit into the atmosphere (e.g., if a person flies from New York to Lon- don). The average American is responsible for over 16 metric tons of CO, per year!" A carbon footprint comes from the sum of two parts, the direct, or primary, footprint and the indirect, or secondary, footprint: . The primary footprint is a measure of our direct emissions of CO, from the burning of fossil fuels, including domestic energy consumption and transportation (e.g., cars and planes). . The secondary footprint is a measure of the indirect CO, emissions from the whole life cycle of products we use, from their manufacture to their eventual breakdown.$4 Although many of us are more aware today that our con- sumption choices carry unseen costs, there is still a lot of confu- sion about the best way to communicate the environmental costs of our actions, and in many cases, consumers aren't moti- vated to take these issues into account unless the costs impact them directly and in the short term. 1-18. As a consumer, what other metrics would you suggest that might reflect benefits of sustainability initiatives that would motivate you to purchase from one pro- vider or the other? 1-19. Would you buy from a demonstrably more expensive provider just because they exhibited a higher level of commitment to sustainability