http://money.cnn.com/2008/04/23/news/companies/organics_backlash/index.htm?postversion=2008042314


— While many companies are now rushing to “go green,” recent surveys show American consumers are getting turned off by the organic hype for three reasons: price, skepticism and confusion.

The percentage of consumers who believe organic products are good for them is down to 45%, while those who believe they’re good for the environment has fallen to 48%, according to the latest survey from consulting firm WSL Strategic Retail. Both measures stood at a 54% approval rating two years ago.