For example, some might want to seriously green their careers and won't be satisfied unless they can ply their trade with the likes of Whole Foods, Stonyfield Farms, or Timberland. For them, promoting yourself as the greenest oil company is as far-fetched as claiming to be the healthiest cigarette maker.
But others might be willing to throw in their lot with an old-line company that's made meaningful changes to try to make itself greener from the inside. "It's braver, but in the end that might be more satisfying," says Ian Cross, a marketing professor at Bentley College in Waltham, Mass. "It's a question of whether you want to be evolutionary or revolutionary."
Either way, you'll be more satisfied in the long run if you go in with your eyes wide open.
Corrected on 10/17/08: An earlier version of this article should have reported that Frank Montabon is a professor at Iowa State University.