via : terrachoice.

terrachoice公司去年11月發表的文章 "Six sins of greenwashing...綠色粉飾（綠漂/漂綠）的六大症狀"引起各大媒體報導,　這份文件引發效益：

The Seventh Lesson of the Six Sins
It's like the story of the mouse that roared. It's the story of one little report, and how the global reaction it created tells as much or more about the state of green markets as the study itself.
The little report was something we called the Six Sins of Greenwashing, and we published it in the last quarter of 2007 (available here). Based on a study of the claims made by over 1,000 self-declared "green" products in six big box stores, we found that over 99% of claims were false or misleading - "greenwashing". We looked for patterns in these claims and arrived at the Six Sins of Greenwashing.
We thought and hoped that the Six Sins of Greenwashing would be helpful. We thought it would help consumers discern amongst green claims. We thought it would help green marketers improve their dialogue with customers. We thought it would help drive business to EcoLogo-certified products, and to our other clients. We thought and hoped it would do all that, so we invested in a media campaign.
The results have been overwhelming! Staggering, even. And the lesson they teach us - that this little study found an exposed nerve, a latent and growing skepticism about green products - must be an important warning to marketers of genuine green innovation. That warning is the seventh lesson of the Six Sins of Greenwashing!
The first symptom of the feverish reaction was on the web. Within the first week of our launch of the study, a Google search on "Six Sins of Greenwashing" skyrocketed from zero to 50,000 hits. The green blogosphere went crazy. Indeed, GreenBiz.com has since reported the Six Sins as one of the top environmental stories of 2007.
Radio was next. Regional and national coverage in both the United States and Canada - from CBC and NPR to local stations - included live interviews, call-ins, and taped reporting. The first sign of the impact outside of North America came in December with an interview for the radio service of the Australian Broadcasting Corporation (ABC). (And we have since been invited to Canberra to speak on the subject.)
The television media have also picked up on the Six Sins. Live and taped interviews on CTV's CanadaAM, CNBC, BusinessWeek TV, FoxBusiness, CBC Newsworld, and local outlets have magnified the lesson and impact of the study.
And the print media reaction has been truly global. From India to Australia to North America, we have reached millions and millions of readers. The New York Times, Globe and Mail, Economist Magazine, Wall Street Journal, National Post, Washington Post, Ottawa Citizen, Toronto Star, Calgary Herald, Sacramento Bee, and Seattle Times are - just a few.
Finally, there is even some evidence that the Six Sins of Greenwashing has precipitated, caused, accelerated or contributed to policy reviews at the U.S. Federal Trade Commission, and the Canadian Competition Bureau.
Whether or not the study was that good (sure it was, how could I deny it?) is the wrong question; lots of great studies go unreported everyday. You and I need to be asking ourselves a more important question: What does this reaction tell us about the state of green markets?
It tells us that the issue of greenwashing is an exposed nerve for consumers around the world. In this moment of heightened interest - and of opportunity - in environment, consumers have grown increasingly savvy and quietly suspicious of green claims. If there were not a latent concern and an emerging skepticism, the Six Sins would not have resonated in the way it has. And if this skepticism is left unchecked, both the planet and marketers of genuinely green products will suffer:
Well-intentioned consumers may be misled into purchases that do not deliver on their environmental promise, and their good intentions will have been squandered.
Competitive pressure from illegitimate environmental claims will take market share away from products that offer more legitimate benefits. This will be harmful to you as a marketer, and harmful to the planet by slowing the penetration of real environmental innovation.
Consumer suspicion will become cynicism and doubt about all environmental claims. Consumers - particularly those who care most about real environmental progress - may give up on marketers and manufacturers, and give up on the hope that their spending might be put to good use. This would eliminate a significant market-based, financial incentive for green product innovation and leave genuinely green products out in the cold.
Eco-marketers need to raise the bar for effectiveness and honesty in green marketing, in order to prevent these outcomes.
Stay tuned for the next EcoMarketer, and a discussion of the ways - effective and otherwise - that marketers are addressing this challenge

企業應避免假環保、真造勢（treat the environment as only a marketing promotion）的綠色粉飾「greenwashing」，務必採取有效的行動，致力於整體環保措施的執行。CSO須結合企業員工、供應商和顧客成為環保夥伴（environmental partner），設定準則（acquisition criteria），循序漸進；嚴控環保鏈的每一過程，並廣為宣傳 「維繫企業與環境的和諧關係」，包括廣告活動（advertising campaigns）；積極研發綠色商品。