Definition: accusing a company that claims to be green in some fashion of not being green enough. Derivative of "mudslinging."
Treehugger coins the term in this post. In this case the term was coined in response to a story that a shoe manufacturer who markets based on the message that their shoes are made from recycled materials is having their shoes made in China, and there are concerns both about the factory conditions and about the environmental impact of their manufacturing process and their distribution requirements.
It is truly the age-old dilemma whenever you try to behave according to any ethos in this world: how good is good enough? Where do you draw the line? What makes you consider a company to have made the appropriate amount of effort to get your business?
The classic example, for me, is Starbucks. Not so great on the certified fair trade front. Pretty good on other fronts. Or how about good old Wal-Mart? Every good liberal's whipping boy, but making real efforts in bringing organic products to the (lower cost) mainstream. Do they get any brownie points at all?
Another good example: the backlash against Al Gore for his large carbon footprint.
What do you think?
Where does "doing the best you can" end and hypocrisy begin?