But are they deluding themelves?

Not so fast, say today’s big retail chains. Now you can be green and gorgeous, eco-conscious and highly fashionable, simply by buying the latest climate-friendly products. All you have to do to save the planet is shop. In today’s fast-paced, mass-market society it’s a tantalising vision – a march towards a low-carbon economy led by spending power and requiring no great change in our affluent consumer lifestyles. But can it happen?