The late 1990s saw a rapid growth in green marketing and organic food markets in the United States (Ottman, 2011). Widespread environmental awareness could explain the rise in the popularity of eco-friendly household products. More people than ever are discovering that going green is not only good for the body but also for the planet, as ‘consumers are concerned about the environmental and social impacts of the products they buy’ (Bonini & Oppenheim, 2008: 56). Concurrently, marketing researchers have sought to understand different retail strategies concerning the branding of organic products (cf. Hall, 2008; Ottman, 2011; Smith & Brower, 2012).