The main reason many people choose to avoid green action is that they think it will cost them more than their typical, environmentally harmful activities. Many times, it is true that environmental friendly products come with high up-front costs, but these costs almost always are made back over the lifetime of products. Many environmentally friendly products are far more efficient and cost-effective over their life-time than other, less clean options. For the most part, people are simply unaware of the economic benefits of going green. This lack of knowledge make consumers unwilling to make decisions that they perceive will cost them more money. No matter how dedicated to the environment a person is, if they believe it will lose them money, it is unlikely that they will ever do anything about it. While total spending on green products may be increasing in the United States, the market share remains dangerously low – typically making up only 3-5% of any given market.
