Combating the Scourge of Greenwashing
Green marketing has never been more popular, but not all green claims are created equal. Businesses are increasingly cognizant of the value of socially and ethically conscious consumers. Between 2007 and 2009, the in-store availability of "green" products has increased between 40 percent and 176 percent. Globally, the market for sustainable products and services is worth US$550 billion per year and this number is expected to keep growing.
Social and environmental concerns are driving buying decisions. People are seeking ways to mitigate their guilt, and many businesses are more than happy to oblige them. However false or misleading green promises are detracting from the credibility of those who are sincere about sustainable business practices.
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