Influential magazine The Economist is questioning the future of New Zealand's 100% pure tourism marketing brand.
In its Green View column, which appears in the magazine's online edition, it has noted the New Zealand Government's decision to potentially open up some protected conservation land to mineral exploration.
The Economist says New Zealand's dilemma is no different from many others in how to balance economic growth with environmental degradation but no other country has sold itself as being 100% pure.
The magazine says with New Zealanders questioning the gap between claim and reality, it is time for the country to quickly come up with a more sustainable brand.
Green Party co-leader Russel Norman says the blame for negative international press lays squarely on the shoulders of the Prime Minister.
"What this shows is John Key's strategy of balancing the environment and the economy is failing, and he's actually ending up with a strategy that damages the environment and damages the economy. If we want to to protect the long-term future of the New Zealand economy, then we need to protect the environment, in order to protect our clean and green brand."
Mr Norman says the article follows similar articles in the Guardian and New York Times.