Green Biz: The Eco-Coaching Trend

Living consumptively is losing popularity but remains a hard habit to quit. "Most people would like to go green but haven't made it a priority," says Rosamaria Caballero, cofounder of eco-consulting firm Green Irene. She and other entrepreneurs are making it their job to help clients lead more sustainable lives.

Green-living coaches' services vary. Anca Novacovici, founder of Washington, D.C.-based Eco-Coach, performs home or business "eco-audits" that analyze consumption and product use, then recommends specific changes, like buying natural personal-care products, installing efficient showerheads, and minimizing "vampire energy" wasted by appliances in standby mode.

Cristen Jester, owner of Organic Happiness, focuses on motivation. "Eco-coaching to me is more about reconnecting people with nature," she says--something she accomplishes through guided hikes, gardening, and other outdoor exercises. "As they begin to feel that connection, they want to take green steps in their lives and in their homes."

Organic Happiness sessions start at $70, Green Irene home makeovers are $99, and Eco-Coach audits begin at $200.

--Jamie Hansen