Dive summary:

• A new survey conducted by GfK finds that while 93% of consumers say they have changed their behavior to conserve energy, they're becoming less willing to pay for green products.
• The survey of 2,000 U.S. consumers, found a five- to 12-point drop in the percent of consumers willing to pay more for eco-friendly products such as cars, biodegradable plastic packaging, energy-efficient light bulbs, electricity from renewable resources or clothing made of organic or recycled materials.
• Critics say an increased skepticism results from the huge marketing push in recent years, the novelty of green has worn off while the marketing claims are just as overstated.

From the article:

"You have this kind of heightened distrust," said Diane Crispell, consulting director at GfK. "Consumers have become hypercritical. You see it with green and health claims."

Any way you cut it, green is big business. Sales of environmentally friendly products in the U.S. exceeded $40 billion last year, according to data from various market tracking services and Advertising Age estimates. This includes $29.2 billion for organic food, more than $10 billion for hybrid, electric and clean-diesel vehicles, more than $2 billion on energy-efficient light bulbs and $640 million on green cleaning products. ...