You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract As More Marketers Go Green, Fewer Consumers Willing to Pay For It Being Eco-friendly Is a $40B Business, But Shoppers Are Growing Resistant to Premium Pricing By Jack Neff, Published on September 24, 2012 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.