In a conversation on the Facebook group for Everyday Trash blog, somebody asked "Why does the eco-friendly product always cost more than the regular version?"
It doesn't always cost more. The eco friendly alternative to disposable kitchen cleaning wipes, for example, costs less (a bottle of white vinegar and a washable cloth). A bicycle costs less than a car. But marketers don't have to put "Buy this! It's eco friendly!" on those things to sell them, because "Buy this! It's cheap!" trumps the eco-card.
But when the product is more expensive than the alternative, that's when marketers need to work at persuading the consumer to buy it. Why should I buy those expensive clothes rather than these cheaper ones? Ah, because they're organic. Why should I buy this expensive coffee? Ah, because it's fair trade.
The questioner asked why products touted as eco-friendly are often more expensive. Actually it's the other way around. Expensive products are often labelled as eco friendly.