It seems being environmentally responsible is going to cost more in less than a month. Toyota is raising the price of a new Prius $580 effective September 14. This is after the company raised the price $300 in April. A lot of people are already on waiting lists for the model and will probably be greeted with a sticker higher than they expected. The final cost of a 2005 Prius will be $21,390. The reason for the higher price? "The investment in new production capacity is the key reason," said a Toyota spokesman. Sure it is.