In most cases it's not that there's anything particularly non-green about the items, but rather that they self-proclaim their green-ness all over the place without being any more green (and sometimes less so) than existing alternatives.
"There isn’t anything special about it to make it stand out as green, other than it’s a reusable basket. It isn’t made from recycled plastics, manufactured by a charitable organization, doesn’t offset the carbon emissions from manufacturing or offer some cool recycling program for busted baskets. Nope, it’s just a reusable cart."
That's just hilarious, isn't it. In a sad, greenwashing kind of way.