The number of political and social movements seeking popularity through their advocacy of environmental or green causes has increased markedly over recent years. While their growth expands to encompass wider segments of the population, environmental awareness can easily become watered down to express positive sentiments while failing to address the complexity of genuine participation. The overall benefits of adopting a green perspective tend to be elaborated at the expense of balanced and honest accountancy. There are of course inherent deficits associated with the green approach and proper documentation of these is essential for growth and development into the future. A significant percentage of consumers have adopted various lifestyle measures...