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Such marketing appeals to biospheric values, with emphasis on the intrinsic value of the ecosystem, implying a moral imperative to act pro-environmentally.13 Biospheric values inspire consumers to pay a premium for products perceived as eco-friendly, such as energy-efficient appliances and organic foods.3 Notably, the market share for premium-priced Natural American Spirit increased by more than 400% since 2002,4 even as the number of cigarette smokers in the USA declined to a record low.5 Figure 1 Front and back of four types of Natural American Spirit cigarette packs with Respect for the Earth campaign