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This sounds cynical but is the truth, people like to feel good about themselves. They would prefer to do business with companies that are environmentally aware. (The companies themselves don’t really give a crap about the environment.) So, a company that is “green” can use that as part of it’s marketing. Besides if a company is too obviously not “green” they will receive much negative publicity, possibly boycotts and negative attention form gov’t regulators.
A little unsure on the 2nd part. My guess: Taking a product, say wood, you might turn the wood into furniture (consume it), but not be the end user if you sell it to someone else.
Hope this helps.