> (3) And im willing to pay for it.

If the true externalities of your consumption are not priced into the product then you're not really paying for it.

As a general rule this is the problem with our entire lifestyle. Very few people will deny that we do not life a sustainable life style, and yet almost none consider what this means.

The definition of unsustainable is that you are consuming beyond your ability to pay. If all the true future costs of our industrial life were factored into the products we consume, we could not afford any of them.