Chances are, you and your web hosting provider are perpetually engaged in green discussions. And that’s a good thing, because consumers are demanding environmental accountability in every area of their lives. You can’t log on to the internet, turn on a television, read a magazine or pick up a newspaper without being greeted by a barrage of green messages. This spring the greening trend has even extended to eco-friendly “green weddings” where everything from the invitations to the wedding apparel come from natural fibers and only organic foods and wines are served at the reception.

At the core of the green movement is the goal of reducing the “carbon footprint,”  which is a measure of how everyday activities impact the environment. Carbon footprints are gauged in terms of how many green house gases are produced and measured in units of carbon dioxide.

At first glance it would appear that the green movement holds great promise for ecommerce because the internet has already been deemed eco-friendly by virtue of the fact that it eliminates the need to use paper, thus saving the lives of thousands of trees each year. In fact, a study released this month by the PayItGreen Alliance revealed the massive effect that could result from a few minor changes. According to the study, if 10 percent of the population shifted to electronic transactions, the savings would amount to more than 75 million pounds of paper, nearly 1 million trees and nearly 2 million pounds of greenhouse gases. It would save enough wastewater to fill 1,090 Olympic-sized swimming pools and avoid filling 3,071 garbage trucks with trash.

Many companies are already doing a lot for the environ­ment and they should be telling their customers about what they do, so that the consumers can feel good about mak­ing a purchase and build loyalty with that brand based on shared values. Ecommerce owners have a cost advantage coupled with environmental benefits that can be offered to their customers. Individuals driving to the mall contribute more carbon than delivery trucks, especially now that companies like Purolator have gone to hybrid vehicles.

That being said, there is one big watch-out. Keep it real. Hyping your business or products as eco-friendly may attract green-oriented consumers and boost customer trust. But if your message smacks of insincerity, you could get accused of “greenwashing” your brand just to make a buck. Work with your web hosting provider to make sure you strike the happy medium that keeps your credibility intact.

Here are some tips from your web hosting provider for green ecommerce:

1. Adjust power management functions on desktops and laptops. Your computer and its peripherals are still drawing power even when you shut down your computer. Power adaptors for phones, MP3 players and digital cameras use up energy even when not connected to the actual device.
2. Choose laptops over desktops. Environmental studies show that laptops use 90% less energy than desktops.
3. Encourage carpooling and employee use of public transportation. For example, check out Adobe’s Commute Alternatives Program.
4. Conduct an internal energy audit to find out how much power you’re using and how much it is costing you. Then devise a plan to reduce power consumption.

Make sure your consumers understand your commitment to the environment. Some ecommerce sites donate a small portion of their proceeds to eco-friendly organizations. Others offer “earth-friendly” advice to consumers on small things they can do to make a difference. At the end of the day, protecting the earth is more than just a trendy marketing tool; it is clearly the right thing to do.