A World Consumed by Guilt

More than half of the 2,007 respondents in a shopper survey by BBMG, a branding agency, said they were looking for certification seals on green claims to feel confident about their purchases. But it has become difficult to evaluate the claims of products that say they are biodegradable, carbon neutral or made from sustainable materials.

The slide show accompanying this article is worth seeing, with some tongue-in-cheek commentary such as "PUFFER COAT: PRO The filling of Patagonia's $215 jacket is made from recycled soda bottles. CON Propagates questionable puffer jacket trend."