This abstract summarizes an early-stage research proposal examining the benefits of storytelling in marketing green brands. Many research studies have been published in the last decade observing the growth and popularity of sustainable products (e.g., Bhardwaj et al., 2020; de Souza Correa et al., 2022; Haider, Shannon, & Poschis, 2022; Lunde, 2018; Rajogopal, Mahajan, & Priya, 2021; Skackuskiene & Vilkaite-Vaitone, 2022; among many others). Only some of these products offered immediate economic benefits to consumers when introduced. Consumers were skeptical of the sustainability of the products (e.g., Matthes & Wonneberger, 2014), consumers felt the prices were higher than unsustainable products (e.g., Juan, Hsu, & Xie, 2017), and consumers felt that the company was greenwashing (e.g., Cho & Taylor, 2020). However, the story of these businesses imagining a green future was the main driving force in attracting and convincing consumers to switch regardless of the cost and risk involved in the decision (e.g., Moshood et al., 2022). Getting exposed to these exciting stories, consumers want to join and be part of them by purchasing green products. For example, when sustainable Toyota Prius and Tesla cars were first introduced, there were more economical and best-performing cars in the crowded US market (i.e., Toyota.com, 2023; Tesla.com, 2023). However, unlike conventional combustion engine cars, they had a story to tell. Then, and today, the companies sell the imaginary of a green and sustainable future for humankind. It is the same with the sustainable apparel brand, Patagonia, which has gained popularity throughout the years (Patagonia.com, 2023). Their products are expensive compared to their unsustainable competitors. However, consumers are willing to pay the price to be a part of the story that the brand narrates, promising a more sustainable future.