Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way. The obvious assumption of green marketing is that potential consumers will view a product or service's "greenness" as a benefit and base their buying decision accordingly. Shoppers are seeking out greener products, energized by the prospects of healthier alternatives, higher quality, preserving the environment and saving time and money. But the "green wash" phenomenon threatens the green-marketing revolution. The potential to confuse consumers with misleading green claims is high. Green issues are highly technical, complex and fast moving. When claims are unclear, marketers can be labeled as green washers and their marketing as greenwash. Being perceived as a green washer seriously can damage a company's credibility. Unfair or deceptive advertising can expose marketers to legal risks and accompanying expense. The impact of green wash can hit the bottom line if disillusioned customers shift their purchases to more trustworthy competitors.