Is water in a box really better for the environment? What about sneakers labeled eco-friendly? How about green-accented soap bottles with plant visuals?

These words and images may look environmentally friendly, but they could also stem from a marketing strategy known as greenwashing. The practice occurs when companies sell the idea of “green” products while accomplishing little or nothing for the environment.

There is a growing market for products that minimize damage to the environment, according to Todd Larsen, executive codirector for consumer and corporate engagement at Green America, a nonprofit that certifies environmentally responsible businesses and promotes ethical consumption.