We're talking about ethical business today.
Would you pay more for a product that says it causes less harm to the environment than its rivals, or pays more to the people in developing nations who help produce it, or comes from a company with strict policies on sustainable sourcing or human rights? In other words - when it comes to green business, do you put your money where your mouth is?
Or do you think this is no business - of real business? Or that any talk about "ethical business" is just warm words and waffle?
We're spending the morning on this with Jerry Greenfield - he's the Jerry of Ben & Jerry's ice cream. It has put long-term sustainability at the heart of its business since it was founded in 1978. But it sold itself to the multinational food giant Unilever six years ago - critics said that was a sell-out.
As ever, we welcome your comments - on air and online.