"Green business", "green marketing" and "green" in general have become abused, jaded terms. What was once a rallying cry for the ethically minded has become a key 'put-off' for the majority of consumers.
That's not to say 'green' terms are not popular… A quick search on google reveals that 'green' is the most common term people use to describe 'ethical', 'environmental', 'ecological' and 'sustainable' things, and herein lies the start of the problem.
But far more pertinent than the multiple meanings which 'green' is used to define, is the image or 'feeling' it conjures up in a consumers mind. To people that are concerned with 'environmental conservation', 'renewable energy' or 'ethical issues' the term 'green' verifies whatever is being described is 'for them', but to the majority of consumers any mention of 'greenness' is a warning sign to be avoided, at all costs.
Sacred Economics is a book by Charles Eisenstein. This short film introduces the concepts he discusses, including the problems with conventional money and the transition to a gift economy.