ky , ▁even ▁when ▁the ▁consumer ▁or ▁st ake holder ▁is ▁not ▁ske pt ical ▁of ▁the ▁green ▁mess aging . ▁W ords ▁and ▁phr ases ▁often ▁used ▁in ▁green ▁mess aging ▁and ▁green w ash ing , ▁such ▁as ▁“ gent le ,” ▁can ▁lead ▁consum ers ▁to ▁believe ▁the ▁green ▁product ▁is ▁less ▁effective ▁than ▁a ▁non - green ▁option . ▁ ▁See ▁also ▁ ▁Ast rot ur f ing ▁Cons pic uous ▁conservation ▁E col abel ▁Environment ally ▁friendly ▁Eth ics ▁of ▁phil anth ropy ▁False ▁advert ising ▁F oss il ▁fu els ▁lo bb y ▁Green ▁br ands ▁Green ▁company ▁Green ▁market ing ▁List ▁of ▁environmental ▁issues ▁P ink w ash ing ▁Planet ▁of ▁the ▁Hum ans ▁Sun sh ine ▁unit ▁Pur ple w ash ing ▁Red w ash ing ▁ ▁References ▁ ▁Further ▁reading ▁Catherine , ▁P . ▁( n . d ). ▁E co - friend ly ▁lab elling ? ▁It ' s ▁a ▁lot ▁of ▁' green w ash '. ▁Toronto ▁Star ▁( Can ada ), ▁Retrieved ▁from ▁New sp aper ▁Source ▁database . ▁C leg g , ▁Brian . ▁ 2 0 0 9 . ▁E co - logic : ▁C ut ting ▁Through ▁the ▁Green w ash : ▁Tr uth , ▁L ies ▁and ▁S aving ▁the ▁Planet . ▁London : ▁E den ▁Project . ▁. ▁ ▁Gre er , ▁Jed , ▁and ▁Ken ny ▁Bruno . ▁ 1 9 9 6 . ▁Green w ash : ▁The ▁Re ality ▁Be hind ▁Corpor ate