Does Green Lead to Green?

The clamor for green products grows louder each day--but it turns out that environmental friendliness is not the only (or even the main) benefit that buyers want. That's one of the excellent points that Ernest Beck makes in his Business Week article, "Do you need to be green?" which you can read here:

http://www.businessweek.com/magazine/content/06_25/b3989601.htm

Customers want more than green products . . . they want products that solve a problem, satisfy a need, are priced right, are available when/where needed, etc. Being green can be a competitive advantage and can even command a premium, if customers understand the extra value. I'm willing to open my wallet if you show me how your product will help me AND how it will help the planet. What about you?