TerraChoice , a science-based environmental marketing organization, defines greenwashing as the ‘act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service.’

If you are just discovering the social, economic, and environmental benefits of being green you will be drawn to things that make it easier: packaging, logos and colors that highlight qualities such as environmentally friendly, all natural, eco-friendly, and green. This is not necessarily the wrong way to identify green products but make sure the product is actually what it is claiming to be. Look for the third party certified labels and ask the vendor or manufacturer; the who, what, when, where, and how was the product created. Including this information into your decision to make a green purchase will help you avoid being greenwashed.

Additional Resources

http://www.terrachoice.com/files/6_sins.pdf