Consumers are confused by eco-friendly products, says Liz Gorman, senior vice president of sustainable business practices at Cone Communications. That puts the impetus on marketers to explain the benefits of green products more clearly. "For marketers, it's about getting smarter, rather than just advertising," Gorman says. "People are buying [a product] because it's greener, but then saying, 'I don't know what to do with it.' "