Lots of companies are becoming eco-friendly. We’re starting to see innovations like green computers, green cars, and green beer appear on the market. Perhaps the temptation to pass off goods as eco-friendly ones is also increasing, a practice known as ‘greenwashing’. Well, surely government regulation and companies’ concern over their reputations would put some discipline into the system? Unfortunately, eco-friendliness is not always easy to monitor. And individual managers may not always act in the long-term interest of the firm. Latest case in point: Hitachi, which has just apologized for selling “green” refrigerators that aren’t quite green (http://mdn.mainichi.jp/mdnnews/news/20090421p2a00m0na012000c.html). Caveat emptor.