Alex Williams, the author of "Buying Into the Green Movement" graduated from the University of California, Berkley, and currently writes for the Styles section of The New York Times. I think his motivation for writing this paper is to urge people to see that solution for going "green" is not necessarily consuming "eco-friendly" products. He directs his argument towards the population of the United States, but since he is addressing a world-wide issue he also connects to the entire world.
Williams initial purpose is to persuade people that consuming locally and going "green" is not the solution to save our planet. He wants people to understand that consuming eco friendly items still means they are consuming something.
In using many examples from different companies and industries, William's builds his credibility by showing this movement has an effect on the entire population. Statistics from all over the world build the readers attention and add to the urgency of his article. William's tone and word choice work perfectly with the paper because he speaks the "eco" language when he uses words such as "biodegradable" and "earth friendly."
Overall I feel that this article was effective in making the audience feel the need to change the way they view eco-friendly consuming. As Williams suggests other options, such as consuming things that are necessary, rather than for the purpose that they are supposed to save our planet, he gives his reader a valid reason to reconsider the way they are going "green."