After spending $5,000 on solar panels for his home, Colin Cole of frog, realized his 'eco-fit' didn't qualify for utility rebates. Going green is an expensive and complicated process. Why would anyone make the effort?

When you’re passionate about something, it’s easy to maintain your commitment. For years, environmentalists have sorted trash to recycle and protested for stricter emissions standards. They’ve paid a premium for energy-efficient products. But what about consumers that are on the fence? Those who want to be environmentally responsible, but won’t chase it any cost? Setbacks in their early efforts to choose greener products and services can quickly shatter the best intentions.

What happens the first time you accidentally break a $20 LED light bulb? Will you spend another $20 to replace it, or will you go back to the $1 incandescent? What happens if you receive a higher electric bill the first month after your utility company installs a new “smart meter”?

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