As well as catering for consumers' environmental concerns, power management profiles may also speak to their wallets in a competitive retail environment by helping to reduce utility bills.
Dan Welch, co-editor of Ethical Consumer magazine, says: "Consumers are motivated by eco-innovations and ethical credentials as never before."
With more products in this category appearing in mainstream retail outlets and the major supermarkets, he adds that the big businesses are not adopting eco-conscious options to fulfil their own environmental concerns.
"They understand their customers very, very well," he says.
A new spending category - the 'green and fair' pound - is arising as a result, with initiatives such as Fairtrade standing alongside ethical and eco-friendly options.
Mr Welch notes figures from the Co-operative Bank which placed the market at around £36 billion in 2008 and reported continued growth in ethical consumerism.
