As many companies are jumping on the “going green” bandwagon, recent surveys are showing signs that all the organic hype is turning off American consumers.

The reasons? Price, skepticism and confusion, according to CNN Money.

The percentage of consumers who believe organic products are good for them is down to 45%, while those who believe they’re good for the environment has fallen to 48%, according to the latest survey from consulting firm WSL Strategic Retail. Both measures stood at a 54% approval rating two years ago, CNN said.

Higher cost of organic products versus mass-market alternatives is the primary reason consumers avoid going green, especially since many families are already struggling to stretch the household budget.

On average, organic products run as much as 50% to 100% more than non-organic alternatives, according to Ronnie Cummins, national director of Organics Consumer Association, a consumer advocacy group.

“People are getting much more serious about food prices this year, and that will extend to organics as well in a recession year,” Cummins told CNN.

To that end, Cummins estimates that 20% of organic shoppers are already switching away from grocery store purchases of organic items to buying locally from farmers markets, since it’s much cheaper.

There have also been a lot of companies touting natural products, which has complicated the picture for shoppers, CNN said.

Reflecting that, 42% of those polled said they are skeptical and don’t trust that products labeled as “organic” actually are organic.