1 Where the Green Is: Examining the Paradox of Environmentally Conscious Consumption

There is much debate about the value of "green consumerism. " Critics claim that environmentally conscientious shopping has negligible effects, does not address wider issues relating to the creation of needs and capitalism, and has been co-opted by advertisers as a marketing technique. Proponents argue that it provides a forum where consumers can actualize their beliefs about the need for environmental awareness and protection through their purchasing choices. The focus of this paper is to outline these positions while examining the merits and shortcomings of green consumerism. Although this phenomenon does not necessarily question the "assumption of consumption, " it does provide a space for environmental activism for individuals who may not wish to participate in deeper ecological activities. Green consumerism would be aided by government intervention in the form of a regulatory body that would guarantee that "green " products have met strict environmental standards