by Anna S. Mills

From grocery stores specializing in organic foods to green builders, Western North Carolina is home to a growing number of businesses that provide “green” products and services intended to provide benefits to the consumer and the environment. Because of the strong market for these products and services, businesses may be tempted to “greenwash” or exaggerate the environmental benefits of their product or service. Even if a business’ motives are pure, it can be difficult to know how to market products and services because the “green” market is evolving so quickly.

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