The scheme, called Carboncreditz, allows shoppers at affiliate stores to earn 'creditz' as they make purchases. These are then invested into carbon-offset projects.
Prior to launch, more than 1000 affiliate retailers and brands, including John Lewis and Marks & Spencer, have signed up to the initiative.
The scheme will be backed by marketing activity spanning in-store and on-pack promotions, as well as press advertising. This week The Independent newspaper is also offering Carboncreditz to its readers.
Consumers are able to set up an online account where credits can be stored and spent. However, rather than limiting participants to investing in offset projects, their credits can also be exchanged for products including energy-efficient light bulbs and even A+ rated washing machines and refrigerators.
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