Steve Baker, on the Blogspotting blog, pointed out a Harris poll that finds that even in a weak economy, people are willing to spend more for green stuff.

A survey in April of 2,511 U.S. adults found that 47% were willing to pony up. Those respondents were willing to spend an average of
17% to 19% percent more. As well, 51% of the respondents said that a politicos position on the environment is an important consideration in how they will vote. It was conducted by Harris for SCA, a big paper products company.

In particular:

64% said they would be willing to pay more for a hybrid car
63% indicated they would spend more for organic, fair trade, or local food
62% would pay for green/organic cleaning supplies
And 57% said they would pay the additional costs for products made from recycled materials.