EQUO company (of our guest, Ms Marina's) and the manufacturing firms (listed on the page 11 of the industry report) are developing new products with recyclable, reusable or compostable features as sustainable solutions to replace the single-use plastics. It is also updated in Marina's lecture and MarketLine report (2020) that consumers nowadays are more aware of and willing to pay for environmentally friendly products. Discuss how the development of the new productfeature impacts on the firms' market power.