You ever notice how "being green"  basically means using less water and paper and gas and electricity? It's actually a tactic for businesses to double-dip on increasing their profits: they make a concerted effort to use fewer resources that cost money, and then they get to dress it up as being environmentally-friendly to attract customers and occasionally increase prices. 
 
A local frozen yogurt shop has different sizes of disposable paper bowls, and then they have the "green bowl," which is a large, green, washable bowl that they encourage people to use because it's "good for the environment." The measurable monetary benefit to the store, beyond simply good feelings toward the company that can possibly contribute to a customer's choice to return, is twofold. First, they reduce the volume of paper bowls they have to buy. The green bowls, while they have a higher overhead cost, are much cheaper in the long run because they rarely have to be replaced. Also, they encourage people to buy more yogurt with their larger size. People have a tendency to want to fill whatever vessel they're putting their food in, which is part of the reason why dieters recommend using a smaller plate. Since they charge by the ounce, they get more money from their customers.
 
I work at a grocery store. Since paper and plastic bags are pretty expensive, the store started selling "green bags," which are reusable canvas bags. They cost a dollar, enough to offset about 60 plastic bags, and they keep customers from using plastic bags so the store doesn't have to buy as many.
 
My dad, one of the most conservative people in existence, switched over to a paperless office because seriously paper is fucking expensive as shit I mean god DAMN.
 
Slightly related: "organic" food isn't necessarily any better for you than non-organic food (what do you think is going to happen if you eat non-organic food? Are you gonna blow up? Chill, dawg) and if you don't have a gluten allergy, and you would know if you did,  you don't have to worry about eating gluten-free and in fact you probably shouldn't because it's unnecessarily expensive.