Great question--and great responses! As a marketer who specializes in working with green and socially transformative companies, I face this question frequently.
You have a bit of a double-edged sword here. My first impulse was a "don't be fooled by crappy imitations" campaign--but that risks exposing your market to the idea that they can get it for a lot less. So instead, I'd focus on the value you deliver, the feel-good qualities, and absolutely the emotional connection that others have talked about. And you might target the demographic that likes to pay more (and brag about it).
Highlight the areas where yours is so demonstrably superior that you trivialize the other product in the prospect's mind. In my "Making Green Sexy" talk, I use these two message points to give people ideas about using comfort and luxury:
"The warmest and softest slippers you’ll ever own, thanks to our special blend of all-natural fibers"
"This powerful shower makes you feel so good, you won’t believe how little water you’re using"