When picking goods off supermarket shelves or rummaging the racks in clothing stores, do you check for a logo showing that the product was not made at the expense of the environment? And if so, do you believe it?

In an imperfect world – and one in which we also check the price tag – we know there are shades of greenness. But most of us think green is good: if not perfect, then at least a cut above the rest. And …