One of the challenges for consumers, is the dissonance between environmental impact and the price of goods – so can we make it easy, uncomplicated and inexpensive to make purchases than align with our moral values? How to redress this imbalance, has been hotly debated, and last year Swedish food brand, Felix opened Klimatbutiken (roughly translated to The Climate Store) in Stockholm, a shop where all the products are priced according to their CO2e.