Some property developers have discovered that designing energy-efficient buildings can provide them with a 'green premium'. The government-backed Energy Star programme has been designed to identify and promote products that reduce greenhouse gas emissions. Researchers found that the positive impact on the selling prices of 'green buildings' was around 16%. The value of rents was also significantly enhanced by the Energy Star label. If taking advantage of the green premium to increase a company's profits has positive consequences for the environment, then it is all to the good. Outcomes are all that matter, contrary to the view of many green campaigners that, unless a policy is motivated purely by environmental concern, there is no virtue in it.