Boosting profits for the green movement, but they aren’t saving the planet

The environmental movement has often been compared to a religion – the kind of religion that sets great store by self-denial, purity, and a personal route to salvation. Increasingly, however, it is hard to think of a religion that spends this much time shopping. Go to almost any green website – campaigning, as well as commercial – and you discover that the journey to perfect sustainability can be a distinctly materialistic and costly one, requiring not only the replacement of unsatisfactory cars, boilers and windows and the acquisition of a worm farm, allotment and wind turbine, but the discovery of an entirely new consumer identity, whereby the born-again green learns to spend more money, but with a clear conscience.
Guardian