As companies and individuals are becoming more aware of the fact that green is sexy it becomes more and more difficult to distinguish between real and fake:

Travelling aluminum projection screens and plastic tubs of shredded chicken parts do not meet [the definition of sustainability].

In the end, this is not about words but about actions. I believe we have to give people more information at hand they can understand and use to make better choices or as Wired puts it To Save the Earth, Start with Data.