Walk through any home-remodeling expo these days, and you could be forgiven for thinking that the entire industry has gone mad for green.

Everything from roofing shingles to basement wall-sealants seem to bear some kind of "eco" stamp lately, testament to manufacturers’ determination to appeal to consumers’ apparently heightened appreciation for sustainability, energy conservation and plain old earth-friendliness.

"If you actually took all the marketing claims at face value, then the environment should be in great shape," says Henning Bloech. "Everything is ‘green.’ "

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