In my work related research I have come across a very large number of business that declare themselves green or environmentally concious in their corporate social responsibility policy.
As a consumer it can be very hard to see through the smokescreen of a company's marketing strategy and figure out which companies are dedicated the reducing their carbon footprint and which companies are using a few green iniatives to attract the modern green consumer. Eco-friendly doesn't mean anything unfortunately marketers have figured out that people are willing to pay a premium, a little more, if it says eco on it. So sometimes it does even though it may not be eco-friendly at all.
I've seen companies using "supporter of Earth Hour" to promote their green iniatives. Excuse me!!! Swithcing off the lights for ONE HOUR every year does not make your company green. It's this kind of companies, I call "fake green". They support a public green initiative and use it as proof of their green-ness. Don't let this easy bought green initiatives fool you!!
There is actually an official term for the concept: Greenwashing: It’s greenwashing when a company or organisation spends more time and money claiming to be “green” through advertising and marketing than actually implementing business practices that minimise environmental impact.
Make sure you look carefully next time you decide to buy green products. Spend some time researching the different companies before you make decide on the brand. There is plenty information available online - enough to enable you to make an informed decision!