You do realise there are different categories of users? There’s consistent evidence that early adopters and ethically motivated consumers accept price premiums to align purchases with values, identity, or status; only later—when technologies mature—do cost considerations dominate for mainstream buyers.

Solar PV: https://research.chalmers.se/publication/520553/file/520553_...

EVs: https://ia600108.us.archive.org/view_archive.php?archive=/24...

Renewable energy premiums: https://research-hub.nrel.gov/en/publications/will-consumers...

Fair Trade: https://www.hbs.edu/faculty/Shared%20Documents/conferences/2...

Those are very rare exceptions, and generally from people who already have enough money that it makes next to no difference what they buy. Or it's just performative, they're doing it for the sake of appearances.