Green chemistry differs from traditional approaches "make then regulate the product" by developing environmentally benign materials that offer high performance yet minimize environmental and health risks.

http://www.chemistry.org/portal/a/c/s/1/acsdisplay.html?DOC=greenchemistryinstitute%5Cindex.html

Mission (quoted from the website)

"Green Chemistry differs from previous approaches to many environmental issues. Rather than using regulatory restrictions, it unleashes the creativity and innovation of our scientists and engineers in designing and discovering the next generation of chemicals and materials so that they provide increased performance and increased value while meeting all goals to protect and enhance human health and the environment."