Where does a "Green" strategy fit?

The following is an interesting ADWEEK article given the many company's out there hanging there hats on being "Green" as a justification for higher prices. Whether it's an "added value" or not is a different positioning relative question. Have a look at http://www.adweek.com/news/advertising-branding/americans-are-tightwads-when-it-comes-green-brands-133247