Green is a mirage: Green is a process, not a statusThink of green as a verb, not an adjective.

Life Cycle Assessment, or LCA, a method that allows us to systematically tear apart any manufactured item into its components and their subsidiary industrial processes, and measure with near-surgical precision their impacts on nature from the beginning of their production through their final disposaldata tracking/impact assessment e.g. the Riddle of the Chariot., Coca- Cola (plastic vs. glass bottles) Greenwashing is the selective display of one or two virtuous attributes of a product, meant to impart ecological friendliness. Used to shine up market appeal, it actually creates an illusion. E.g. 100% organic cotton t-shirt. Value chain analysis concept, while it tracks the value added at each step of the way, ignores the value subtracted by negative impacts. This can be overcome by LCA - devalue chain.