• by Sarah Mahoney , Staff Writer @mahoney_sarah, April 9, 2010

Just as every store needs a Santa and some jingle bells in December, it looks as if April means every retailer needs a big splash of green.

Marketing Daily can barely keep up with all these environmental press releases: Kohl's -- until now, best known for its fundraising efforts for children's issues -- is launching its first-ever Kohl's National Volunteers Go Green Event, which will send tens of thousands of its associates into the community and generate $2 million in grants.

Macy's, which has given $5 million for the National Parks Foundation since 2008, hopes to raise another $1 million from customers this month. Kroger is inviting customers to design a reusable shopping bag, rewarding winners with grocery gift cards.

And Target, which just announced that it would install permanent recycling stations in its stores, says it will also celebrate Earth Month with an online boutique, featuring downloadable coupons, a sweepstakes to give away a 2010 Ford Fusion Hybrid, and by giving away 1.5 million reusable shopping bags on April 18, all made from 100% post-consumer recycled PET bottles.

Even greener-than-thou Whole Foods Market is jumping on the green PR train, and says it will now expand its cork recycling program to all stores. (Don't feel bad--we didn't know those biodegradable corks were such a big environmental threat, either.)

But we have to wonder: Will consumers become deaf to these efforts, just as they tune out the jingle bells? Are they confused by green messages from retailers who are as likely to sell toxic, bad-for-the-earth goods as organic raspberries or hemp nighties? Or do they expect it, as their environmental concerns increasingly affect their shopping habits?

After all, a recent survey from retail consultant Miller Zell found that 62% of shoppers say green product options affect their unplanned purchases, and 40% say they wish stores would provide more information on green products. (The Atlanta-based consultant found that women and lower-income shoppers among the most interested.)

We also have to wonder if retailers -- and all marketers -- haven't gotten a little confused between consumer brand perception and responsible business practices.

Take Kohl's, based in Menomonee Falls, Wis. Hands down, it is one of America's greenest companies. Newsweek named it the No. 1 retailer in its latest Green Rankings, it is the first chain to vow to reach net zero carbon dioxide emissions by the end of 2010, and it is the largest retail host of solar power in North America.

But those behind-the-scene policies aren't necessarily evident to consumers, often working moms who come to shop for low prices on quality clothes. And its cause-related efforts, until now, have supported the priorities of those customers, not its corporate philosophy: Since 2000, it has raised more than $126 million for its Kohl's Cares for Kids efforts, targeting health and education initiatives.

We're not complaining, and in fact, we're grateful to see so many large companies put real money, thought and effort into Earth Day. But going forward, we expect that stores will spend less time asking consumers to applaud them for doing the right thing, and more time painting a unique brand image that comes in many more colors than plain old green.