Consider the new washing machine I just bought.
The cheaper, mechanically simple model I chose uses $12/year more in water & energy than the more expensive "green" model. Considering that the "green" model is far more mechanically complex than the model I bought, there's every expectation that it will either not last as long or will require more repairs over its lifetime. Considering the present value of the cost difference and an expected lifetime of about a dozen years, there was no justification either cost wise or ecologically to buy the more "green" model.