Is "going green" a fad, or a movement with the potential for permanence?
Of course, there is no way to know this for sure. However, I would argue that it has the potential for permanence.
One major reason for this is that going green is approved of by many influential parts of society. Elites in society have gotten behind the idea of environmentalism and the idea of being green is now taught to our children at school, in Girl Scouts, and in many other situations. This influences them to keep on being green and it encourages their parents to be green as well.
Another reason for this is that going green has relatively few costs for the average person. In most places, it is very easy to recycle, for example. All that going green tends to take is a little bit of extra effort. This means that it is not beyond the means of the average person.
Since going green is relatively cheap and since it is approved of by much of society, it has the potential to be a permanent movement.