In the article Buyer Be Good, Sandra Odendahl uses the following criteria for determining whether a company is green:

•  Green companies strive to be green through and through. In addition to offering environmentally preferable products or services, they also understand how their business supply chain and operations affect the environment, and are making efforts to minimize their impacts;
•  Green companies allocate resources to improving their environmental performance;
•   Green companies have objectives and targets for improving their overall environmental performance, not just in the marketing area; and
•  Green companies are not afraid to report on their environmental performance. They don’t just publish glossy brochures filled with smiling children and nature scenes.