Backcountrygear.com has a page called WAYS TO SHOP–
Here a shopper can specify a criteria they care the most about (like buying American made or lightweight items). This leads them to a page that lists all items that match the criteria.
Behavioral studies show that once people make a decision they tend to stay consistent with it. On this page a shopper has to choose between shop green and sale items. By picking shop green they are making the choice that environment matters more to them than item price. I wonder what impact that choice has on their price sensitivity?