The 40th Earth Day is Thursday, a reminder that going green isn’t always easy. Most people are slow to change their behavior, and even the most eco-conscious consumers can forget to bring their own bag to the grocery store or coffee mug to the office.

Now several startup companies are building business models around information technology and the idea that consumers need an extra push — from free cupcakes to gift cards for iTunes or Starbucks — to go green. They’ve tapped into the fact that Americans love to earn coupons, prizes and rewards, and are far more apt to participate in recycling, carpooling or energy-saving programs if there’s a tangible payoff.

To read more of this Mercury News article click here.