It’s no secret consumers are conflicted about buying green, and spending their green doing it. A study by JWT on The Recession and its Impact on the Environment found that most are prepared to trade off on a product’s green benefits for a lower price. The implication? Now more than ever, green brands that cost more must clearly explain what environmental benefit they’re offering. Look to the laundry category for a good how-to on quantifying green benefits to shoppers: brands in the category have been successful in explaining that concentrated detergent in smaller bottles use less plastic and require fewer trucks on the road.