Colin Firth is set to open an eco-friendly shop in London next month.The store will be called Eco and is described as an "ecological destination store". It will stock Fairtrade and ethical goods, as well as offering customers the services of environmental experts who can teach them how to make their homes greener.Firth - who will attend the official launch of the shop in Chiswick, West London, on December 1 - is quick to deny he is an environmental "hero".He said: "I'm no eco hero. I'm doing the shop because I think it's a good idea. If I'm in a position to say anything, it is because I'm one of the culprits. I'm culpable because I'm a consumer. "When you start to think about global warming, Western over-consumption, our energy wastage, it makes you want to improve the negative effects of your complicity in it."The thing is, if you have been given the privileges we have, if you have this many perks, surely you can help out. Rather than being a luvvie with a lofty opinion preaching to people, I prefer to do things, to get involved, put my money where my mouth is and learn along the way."Eco will be Firth's third eco-friendly venture in London. He has already opened two ethical cafes in Covent Garden and Notting Hill.

The 'Pride and Prejudice' star is opening Eco with wife Livia Giuggioli, brother-in-law Nicola Giuggioli, and investor Ivo Coulson.