"Green consumerism generally, and 'healthy' products and lifestyles in particular, contain quite precise notions about how an individual should consider his or her well-being. Not only is the market-place celebrated but an understanding of the 'natural body' itself becomes fetishised and idolised. Normality seems to have wholly dispensed with bodily illness and pain. Perfection is the norm, and one that can be gained through acquiring the correct products and perfecting the body."