In a world in which business motives often compete with social motives, it's good to see that there are still some places where the two can thrive together. This week, eBay is relaunching its Rethink Initiative, a program that helps dispose of used electronics in a way that will do some good.

Up to 40 percent of landfill is thought to be electronics that have outlived their perceived usefulness, according to Stephanie Regalia, eBay's senior category manager for computers. That represents an opportunity for eBay, the company best known for helping turn one man's junk into another man's treasure.

During a strategy meeting, her team identified the need to get more computers and other electronics onto the pages of eBay for sale. They were looking to satisfy a growing demand for computers that could be "new or up to 3 years and older."

That's when they decided to tap the closets full of clutter at businesses and homes. The problem was that although many individuals had devices they were no longer using, they often didn't know how to dispose of them -- other than throw them out.

From that seed, grew Rethink. The staff at eBay went after a handful of companies that already had recycling programs and asked them to join the initiative. There are now 25 companies in the program, from computer companies such as Apple, HP and Dell to such cell phone companies as Motorola, Nokia, and Verizon Wireless.

At a special Rethink Web site within eBay (rethink.ebay.com), the company provides a multifaceted way for you to get rid of your old electronics.

It starts with the sale. For most people this will be the favored alternative (as it is for eBay) because they can collect a few dollars for their items. The Rethink Web site helps the electronics owner determine the resale value of his device, locate a "Trading Assistant" -- these are professional resellers for eBay -- and list or sell their devices.

But selling your device is not always appropriate -- often because the dollar value is too low. Alternative No. 2 is a donation and eBay helps users get in touch with organizations to accept donations.

But even donations aren't appropriate for some items. For these items, only recycling will do. That's alternative No. 3; and eBay also puts the electronics owner in touch with recyclers.

Of course, businesses often have lots of electronics to get rid of -- and Rethink helps there too, with its IT Asset Recovery Center, featuring tools that make it simple to sell, donate or recycle used business systems. One such tool comes from eBay partner, Reality Check. It's downloadable software that profiles the systems you're thinking of selling, right down to the component level. It will tell you what components make up each system, and which components need to be replaced to make your system sell.

Dealtree, another eBay partner, offers an online calculator that tells you the price of comparable items on eBay and sometimes offers to purchase your item for a specific fee. You describe it; then Dealtree verifies it before payment. Using Dealtree, you'll get step-by-step instructions on what to do with your item, including packing and shipping details.

We hope to hear more about Rethink because it's good for the environment, good for the economy and good for us.

I guess it's finally time for me to pull those three old cell phones, two computers and personal electronics out of the closet.