Green muddle

The BBC reports a new study's conclusion that "Ethical shoppers 'need more help":

"Consumers find that being green or ethical is a very hard, time consuming, and emotional experience," he said.

The greenest of all shoppers do a lot of research before buying anything - but often feel unsatisfied at their purchases as they invariably have compromised some of their values.

How to have our shopping experience effortlessly adapt to our identity—including our green concerns? This is one of the biggest questions on the planet right now, it seems to me.

[UPDATE: added missing blockquote indent!]