Scottsdale businesses that foster a reputation for being environmentally friendly could see more green in their bank accounts.

That was the thrust of a Scottsdale Area Chamber of Commerce forum Friday on how local businesses can profit from adopting environmentally conscious practices.

Debra Kuffner, the chamber's vice president of marketing and strategy, said Scottsdale could benefit from attracting "green" consumers, which constitute a $229 billion market in the U.S.

"It's not only good for the environment, it does offer you true savings to your bottom line," Kuffner said. "These are people willing to spend their money and pay a premium for products that reflect their values."

The forum, sponsored by the Scottsdale Tribune, attracted several dozen members of the business community. Panelists included Gerry Keim, associate dean of Arizona State University's W.P. Carey School of Management; James Porter, owner and head chef of Tapino Kitchen & Wine Bar; and Lauren Simons, Scottsdale Convention and Visitors Bureau vice president of marketing.

Keim said the country has seen a surge of environmentally conscious consumers in recent years, so much so that some religious organizations are embracing stewardship of the earth. Businesses are playing catch-up, he said.

"We have a situation where consumers are way ahead of everyone else," Keim said. "This is an important source of changing values. This is a wave that is coming and getting bigger and bigger all the time."

He urged businesses to get involved in helping to shape public policy as it relates to the environment, particularly things like taxes, subsidies and regulations.

"If we're interested in this business, we have to be involved," he said.

Many consumers are willing to spend a little more for something they perceive as good for the environment.

"What's driving it is what people perceive to be the right thing, not necessarily the economics," Keim said.

Porter said his restaurant has saved money on electricity by switching to fluorescent lighting, and its reputation for being green is a draw for customers. He has also invested in a water purification system, and sells his own bottled water.

"My (return on investment) is 479 percent," Porter said.

If Scottsdale positions itself as a green destination, it could attract additional tourism, Simons said.

"Luxury travelers are really willing to spend that extra dollar on things that are sustainable," she said. "The customers are interested in the fact that you care and are trying to make a difference."

The Convention and Visitors Bureau is selling a green starter kit for businesses, she said, with proceeds going toward the Desert Discovery Center, a planned interpretive nature center for the McDowell Sonoran Preserve.

"There are so many businesses out there who don't know how to get started or what to do," Simons said.