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Most items marketed as "green" are either barely better for the environment, or actually worse. Profit motivates everyone to slap a green label on something if they can get away with it. People pay the higher prices to either feel less guilty about the fact that living involves consumption, or to be counted among the elite planet savers of the world.
Take local, organic food for instance. It takes several fold more land to farm without pesticides and fertilizers, especially when growing something not adapted for the region. Plus, it takes way more fuel to move many small trucks a short distance to a local market than to move 1 big ship full of food a long distance. These small food operations are almost never better for the environment.
Generally, if something costs more than a comparable product, then it takes more inputs (resources) to produce. This is why purchasing decisions based on price are often the true "green" option.
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