"Go Green" what does it mean?

As far as paint goes, when a paint manufacturer says that they have gone "green" they are simply stating that they have developed paints that carry far fewer toxins than its ancestors. So in a nutshell there is not really a "Green Standard" except for the 1998 U.S Environmental Protection Agency Limits established for VOC's (volatile organic compounds). There really is not a single overriding standard for what constitutes a "green" paint or coating today according to PWC magazine.
There are really two types of green claims. There are third party certifying organizations such as Green Seal, GreenGuard, and Master Painters Institute. These third parties have developed their own standards, which leaves consumers having to do their own due diligence. Then you have standards of the manufacturers which equals to there own in house standards. The next question you may ask is what is the difference? The difference is that the third party certifying organizations have an advantage over the manufacturer's just because of the independent verification and research qualifications they have to meet to verify and support their claims.
Consumers still need to do some research when deciding to "Go Green". Some paints will have double certifying information and some will only have to meet manufacturer's standards. So it is left to the consumer to figure out which standards are more echo-friendly. www.allpaintpros.com