An ecological modernization theorist would assert that once the demand for environmentally friendly products increases,capitalists will rush to fill this need as an inevitable result of the free market.

Ecological modernization theory posits that economic growth and environmental protection can be mutually beneficial, and that market forces can drive innovation and investment in environmentally friendly products and technologies. Thus, an ecological modernization theorist would indeed argue that capitalist firms will respond to increasing demand for eco-friendly products and services in order to capture market share and generate profit.