Roger, my question to you is if you did find a brand of gasoline that you felt shares your values, would you buy it over its competitors? Consumers use brands for a surrogate filter once they trust them. The larger the consumer's investment in time and money on a purchase decision, the more they want to identify with and have similar values to the brand. Consumers that have shared values to a brand are loyal and become evangelist for that brand. Probably best example I know of is Apple.  Their products are more expensive than other feature equivalent products from other manufacturers, yet their customer base would never consider buying another’s brand’s products.