Greenwash - Is it deliberate?

Greenwash is a term that has come up several times in my awareness the last couple of weeks.  Greenwash is the term applied to companies, mostly, that are loudly proclaiming their green actions when their practices and culture contradict those green actions. So, generally, greenwash is a derogatory term referring to deceptive practice. I'm wondering though, isn't there a word for people or companies that think they're being green but aren't?

I'm thinking of someone, like me, that uses a product that has been greenwashed, and doesn't realize we're rewarding bad behavior.  

I'm wondering too, about green built homes that are designed around car usage. Labels can be so useful, and sometimes too restrictive.  

Ellis Jones  talks about moving toward greenness as a continuum. Which is preferable for healing the earth – green built homes, walkable communities. Doesn't sustainable require walkable? As I watch 'green communities' go up far away from shops and entertainment, it seems to me our zoning commission and developers could take it one step further (pun!) and be sure at least small grocery stores and restaurants and a few other mixed use structures are included.