People lack perspective. Similarly, most people don't have a clue about the relative environmental impacts of the things they do every day. You make the call. The whole notion of green consumerism itself unwittingly contributes to this lack of perspective. The dirty little secret of green consumerism is that we're not likely to shop our way to environmental health.
Companies making greener products are afraid to speak up.
With good reason. And most companies aren't environmentally pure, even those making truly environmentally preferable products. So, to call attention to one's green goods risks calling attention to one's ecological skeletons. That seems to be the case. Consider Levi Strauss.