"Light Greens"

A recent article in the New York Times (July 1st, 2007) discusses the "Light Green" generation of eco friendly consumers who buy fruit at "Whole Foods in winter, flown in from Chile on a 747 ". Are we helping or sending out the wrong message. Is eco friendly product marketing, in every industry from fashion to hybrid car sales, pushing consumers to buy more, even if it is environmentally friendly, instead of cutting back on unnecessary consumption? It looks into the new fashionable "Light Green" movement, check it out
http://www.nytimes.com/2007/07/01/fashion/01green.html?_r=1&ref=fashion&oref=slogin