What's the big problem with green living?

So I’m wondering why there is such a stigma hanging around the concept of "green living" mostly in reference to older generations who don’t like the whole "green" movement. In many situations natural materials prove to be more efficient and CHEAPER! For example, energy saving light bulbs, using hay insulation in houses, solar panels.. I just want some intellectual discussion… are most people too set in their ways or is it the cost scare?