If you buy cheap, you buy twice. But what if you don't buy at all. Too many green companies focus on recycling ... are any thinking about the incentives to discourage consumption in the first place? I have been brainstorming startup ideas and would love to find likeminded folks who want to build something in the space.

Reduce, reuse, recycle. According to a HN user (don't remember who) this was THE slogan before making everything "green". "Green" makes it easier to sell you the feeling of being environmentally friendly, while reducing consumption... doesn't give you anything :- )