Old story - A number of years ago, I helped a furniture remanufacturer with key messaging. They thought they sold on value; turns out the "green" issue was their customers' hot button with value a close second.
They're in luck because, according to Mark Penn (about whom I've written before), "green" is no longer increasing heart rates; value is.
In an incredibly long-winded piece, Penn explains that consumers now are watching their pennies and, yeah, being green is still cool, but saving green is where it's at.
I guess that makes it official.