Green Consumers Technology Buying Behavior |
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Partial summary: A key factor of this report is its focus on affluent consumers with household annual income of over $50,000. Of those surveyed, about three fifths (63%) indicate that the environment is an important consideration when purchasing products or services; the environment is unimportant in these decisions for less than 10% of respondents. These consumers are inspired by a desire to do the right thing with respect to the environment and global warming issues. At the same time, they are still concerned about cost and want their environmental efforts to save money, for instance, through reduced usage of resources such as power or water.
This report explores consumers’ seriousness about green. Consumers are mindful of environmental impacts when making purchasing decisions for products and services. They are purchasing greener consumer technology products and are feeling good about it and this is not about demographics but attitude. This information will help technology product marketers to understand the mindset of consumers and how they make their green purchase decisions.
Methodology: This report is derived from Green TECHpulseTM'08 consumer study, done by Hansa|GCR in the earlier part of 2008 in the US. Respondents for this study represent affluent households with annual income of at least $50,000. A total of 1,200 individuals participated in the survey: 800 from households with annual income of $50,000 to $120,000 and 400 from households with annual income of $120,000 or more. All respondents had made a home technology purchase such as computers, digital cameras, or mobile phones within the past 18 months. All had at least substantial influence on the final purchase decision.
Table of Contents:- Introduction
- Consumers are Serious about Green. Here we showcase environmentally related personal practices to underscore that they are serious and committed to Green.
- Consumers are mindful of environmental impacts when making purchase decisions for products and services
- Consumers are purchasing greener technology products and are feeling good about it.
- Conclusions and Recommendations
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Green TECHpulse TM ’08 Premium Consumer Recommendations $2,495
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Green TECHpulse TM ’08 Premium Business Recommendations $2,495
