Going green can get retailers serious points with shoppers (not to mention the U.S. Green Building Council and Mother Nature). But for retailers that are weeding through language to find out what makes flooring or lighting or even decorative products eco-friendly, it can be a little confusing.

“There’s a willingness now for product manufacturers to provide people with specific data about how products are sourced and manufactured,” says Stephen Jovicich, ceo and partner at Heights Venture Architects LLP (Houston). “Today, nearly everyone has cut sheets explaining how green their retail supply products are.”

As manufacturers find less-polluting and more energy-efficient ways to make the same products, they’re also educating everyone from the top down on what makes them green.

“Fifteen years ago, before being green was popular, I’d ask the sales representatives basic questions about a product’s sustainability,” Jovicich says. “They never knew the answers, but would have one of the technical reps call me. Today, even the sales reps know the talk.”

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