We get a lot of kale in our CSA box of veggies (image by terren in Virginia, CC 2.0 license)
There's a perception that green is more expensive and less convenient, and, truth to say, that's sometimes true. It is more expensive to buy your groceries at Whole Foods. And putting solar panels on your roof doesn't really save you money for many years, if at all, (although it's still less than buying a new car).
But on the other hand, we know that there are lots of green things you can do that actually save money - replacing your incandescent lights with compact fluorescents is one familiar example. And if you're building a house, putting in lots more insulation than is required by code can save a huge amount of both money and energy, while making your home more comfortable.
Sometimes it's small changes that can flip this perception. I have a recent example from my own life that brought this home to me (so to speak):
