Methods of promoting eco-innovations

On reading an article published on the ETAP homepage, 'New Danish Strategy on Promoting Eco-efficient Technology ', I thought it would be appropriate to start a discussion on this website of the best means to promote eco-innovations. The Danish strategy focuses on nine specific initiatives such as partnerships for innovation, promotion of the export of eco-efficient technologies, an environmental approval scheme for livestock farms and targeted research and technology development.

This article helps to pose the important question - is it enough to develop eco-efficient technologies, or should we also think about the social acceptance of these technologies? As this is one of the main points of focus within Eco Innovation, I thought it could be a good topic for discussion - what are the best ways to make sure eco-efficient technologies are taken up by society? Marketing, promotion, making them 'sexy', banning alternatives or taxing them highly, other financial incentives, information sessions, celebrity use, mass availability, or all of the above?

Do you think it is the role of governments (such as the Danish government) to ensure that eco-efficient technologies or strategies are promtoed, or do you think they will be taken up eventually as a matter of course, due to their obvious benefits? Any comments welcome!