Today, consumers and other stakeholders are more aware and show increased interest towards products contributing to environmental sustainability. However, it is not self evident that consumers are willing to pay more from products contributing to sustainability. Thus, sustainability initiatives launched by companies may not always provide value for consumers or even encourage consumers for more sustainable behavior.The purpose of this manuscript is to identify those sustainability initiatives that are valued by consumers. As sustainability initiatives are dependent on the type of the product, the scope of this manuscript is limited to mobile phones and to the sustainability initiatives available for mobile phone manufacturers. However, it must be noted that the results may be applied also to other consumer electronics, which have similarities with mobile phones and mobile phone manufacturing.