How green is that product . . . really?

Heard the term “greenwashing?”It refers to the act of misleading consumers about a company’s green credentials or a product’s ecological benefits. From shelves to showrooms, consumers face a growing array of choices that claim to be “non-toxic”, “all-natural”, "sustainably sourced", “earth-friendly” and more. How to separate the green from the greenwashed?

The TerraChoice website presents the Six Sins of Greenwashing — on a convenient wallet-size card, even. These include the Sin of the Hidden Trade-off (how green can water be if it’s flown across the Pacific?), the Sin of Vagueness (how can anything be “chemical-free”?), and the Sin of the Lesser of Two Evils (“green” insecticides, for example). For an international perspective, check out Fred Pearce’s Greenwash column in the Britain’s Guardian newspaper. Pearce suggests you keep an eye out for claims that are ludicrously general, overspecific, or simply absurd.

We all need to pay attention. To comparison shop — Is the claim true of every product in the same category, for example? And to do our homework, especially when it comes to big purchases. Check whether a company that claims certification is listed on the certifying organization’s website. Find out whether its actions match its marketing.

Have you ever bought something with the best of eco-intentions, only to find out that you’d been greenwashed? Pass along your stories and suggestions.