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Consumers need to show some green: the trend toward sustainability shows no signs of slowing down, say executives, but going "green" still poses its share of challenges--namely the high costs of maintaining an eco-friendly supply chain, and consumer willingness to fund it.

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Companies by the boatload are moving toward embracing organic cotton and utilizing other sustainable practices. But when will the consumer be ready for it?

That's a big question. Because of higher costs in developing eco-friendly processes, the consumer is likely going to have to pay up to fund wide-scale adoption of any green movement.

That was the assessment of participants in a recent panel discussion entitled: "People, Planet and Profit: Reaching for the Pinnacle of Environmental Sustainability," sponsored by the American Apparel & Footwear Association (AAFA).

Speakers at the event included Cassidy Carlile, director of corporate responsibility at Milliken & Co.; Monica DeVreese, brand manager at Simple Shoes; Benjamin Lain, vice president of Fountain Set Inc.; Mark Messura, executive vice president of Cotton Incorporated; and Marci Zaroff, founder and president of Under the Canopy. The discussion was moderated by Stephen Lamar, executive vice president of the AAFA.

Demand increases, but so does cost

On the upside, consumer demand for eco-friendly products, as well as consumer support of eco-friendly corporations, continues to grow.

On the downside, however,...

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