It's not easy being green: Funds, ETFs can flounder

— -- Q: Everyone wants to look 'green,' but is there a real way to support and invest in companies working on a sustainable economy?

A: The green boom reminds me of the dot-com boom earlier in the decade.

Just about every company is trying, and probably reaching a bit, to describe themselves as green or environmentally sound. During the dot-com boom, just adding ".com" to a company's name was sure to give the stock a pop. Luckily, the same kind of hysteria hasn't occurred with stocks that try to paint themselves green.

There's definitely investor interest in companies that are doing what they can to treat the environment well. But before we get too far, let me caution you to be very careful here. As you allude to your in your question, it's simple for companies, especially those that don't trade on a regulated stock exchange, to misrepresent their "greenness." Don't be sucked in by a green fraud.

With that said, there are several ways to invest in companies building a sustainable economy:

There are other choices. You can search for mutual funds that fit your standards with USATODAY.com's Mutual Fund screener. Select Specialty and Misc Funds under Equity funds.