Programs that encourage environmentally benign buying pay off for both consumers and businesses. Manufacturers and retailers are participating in green rewards programs that give shoppers the chance to earn points toward purchases of other products by living sustainably. Consumers get some welcome greenbacks for making environmentally friendly choices. Meanwhile, companies get to burnish their environmental reputations, attracting more consumers who already make a point of buying green products from good environmental stewards. At the same time, the distribution of associated coupons and rewards raises foot traffic and brand awareness. Advocates of eco-conscious living hope the programs will spread environmental awareness to more-mainstream consumers, who may be deterred by higher prices for organic food or the extra time it might take to separate out their recyclables. The economic downturn is “a great time to introduce an incentive” for sustainable living, says Tiger Beaudoin, the founder and vice president of marketing for EcoBonus, a green rewards program that will launch on Earth Day 2011. “People have good intentions, but price is an important purchase driver.”