James, MD of James Graven & Sons, which has five Cambridgeshire stores, said 2010 would be a "turning point" for shoppers as far as awareness of their carbon footprint went.
"We have a duty to ensure we make every effort to reduce our carbon footprint," he said. "Selling fuel doesn't mean we cannot save energy. Going green this year will be a 'nice to do'. Give it a couple of years and it will be a 'have to do' as the public will want to see all of us doing our bit."
Environmental concerns were already playing a major role in his company's ongoing refit programme, James said. In the Ely store, doors are being fitted to chillers, and low-energy LED lights introduced. A business management system to monitor and regulate energy usage at its Soham store will be rolled out to all sites soon.