Sounds like an oxymoron, right?
Environmentally conscious consumers try to make consumption choices among an ever-growing selection of products claiming to be 'green'. Some producers, seeing a growing new market, are meeting the demand for green products by devoting resources to the development of truly greener technologies and green product lines. Others are guilty of 'greenwashing' - simply making meaningless claims to be more eco-appropriate.
This 'green evolution' is happening all in the spirit of capitalism. It's true that a truly green consumer would strive to consume less - or not at all. But given that we live in a society of rampant consumption, there is value in doing what we can to minimize the negative impacts of our purchases... or even find ways to create a net positive impact with them.