In fact, being "green" is a money-maker for many businesses, including those who sell "being green" as a certificate. Check out this one website, http://www.gbb.org/green-business-certification-signup/?gclid=CPXsr8PajbUCFa57Qgod5xwAEg , and there are many of these types of websites out there!
People love "green" businesses because it makes them feel as if there money is really going to a good cause. But is it really? I guess if you choose to do cloud computing and rarely print, then yes. You are directly impacting the environment in a good way. But, what if you slide the actual "green" element just for a certificate from one of these websites? Is your marketing plan being fair?
I encourage you to ponder these questions this Tuesday. If you can find a way to make being "green" a win-win for your business and the planet- great! If not, don't market yourself as "green" because the PR backfire can kill your business.