With the rising concerns of their purchases impact on the environment, consumers are swaying how big business markets their products.

However, this means a new vigiliance has to be used by consumers that they are not being "Green Washed," a term that means buying into a an eco-friendly product or service when in reality it just looks that way.
For businesses this is a serious business. Studies show at least 20% of consumers change their buying habits to reflect environmentally products. Many businesses however this has meant just putting a new spin on an old product, leaving consumers to be even more wary of what they are being told.