Is environmentalism more of an opportunity or threat for marketers

In my opinion, environmentalism is more of an opportunity for marketers than it is a threat. I believe that this is true because it is easier for marketers to promote a product as "green" or "organic" than it is for a consumer to prove them wrong. I'm not saying that every time a product has that kind label it is bogus, but I also do not believe everything I see. People are more apt nowadays to buy a product that is a bit more expensive if it is "100% recycled" or "certified green" or "organic" and that gives marketers a chance to capitalize on this growing trend. For instance, British Petroleum recently changed their logo, to a green and yellow sunflower to try to change the face of their company a little. They noticed the growing trend that the public stands by companies that are aware of their impact on the Earth, and are now trying to act like they care. Do you feel the same way as myself and do you think that it is immoral to play off the feelings of consumers?