A few years ago the term “green building” meant little to anyone outside environmental or architectural circles. At best it evoked images of bulky solar panels, dim lighting or dribbling showerheads. But with the upsurge of interest in environmentalism, more and more companies are beginning to offer green building products as an alternative for consumers—it’s now possible to construct and decorate your entire home using nothing but sustainable, nontoxic materials.

But what does “green” really mean? And how can you ensure the products you’re buying are actually as environmentally friendly as they claim to be?

The answer: Go to the specialists.

Three green building stores have opened in Philadelphia in the last three months, all of them offering certified green building materials and information for making the best choices when building green.

“Home Depot is labeling its fiberglass formaldehyde insulation as ‘green’ because it insulates and naturally saves energy. So people are going around thinking, ‘Oh, this is what green means,’ and that’s absolutely not true,” says Angelo Anastasio, founder and CEO of Greenable, a green building design and supply store that opened near Second and Market streets earlier this month.

After graduating from University of the Arts last year, Anastasio, 29, started the company “in response to a lack of resources in the Philadelphia area—a really bad recycling program, air problems, water problems and a lack of green building resources.”

In addition to selling all the materials necessary to build a green home—countertops, paint, lumber, roofing, etc.—Greenable provides a comprehensive, educational approach to green living, offering consultation from interior designers and architects, as well as organic cleaning supplies. To Anastasio, the term “green” indicates a deeper set of beliefs based on sustainable living, valuing resources and working to reduce our impact on the planet in every way possible.

“We’re here to help [clients] through every step of the process,” Anastasio says. “Not only building but maintaining the home—energy, cleaning, etc. You know, why is Windex bad, and what should I be using instead? What works?”

Since opening in its Old City location, Greenable, says Anastasio, has been approached by all kinds of clients, from contractors and developers wanting to build LEED-certified structures to private homeowners looking to create cleaner, healthier homes.First implemented in 1998, the LEED (Leadership in Energy and Environmental Design) rating system is based on standards for green building, assessing areas such as water and energy efficiency as well as indoor air quality and use of eco-friendly materials. Buildings can qualify for four levels of certification, which can bring tax breaks for developers.

“I think in general the awareness [of green building] is getting better,” he says. “Business has been great.”