Green TECHpulse^®

Survey respondents were IT and business decision makers employed by organizations with 100 or more employees. Half of the decision makers (300 cases) represented small to medium sized businesses with fewer than 1000 employees, and the other half (300 cases) represented enterprise-sized businesses, with 1,000 or more employees worldwide. All respondents had substantial influence on the final purchase decision for desktop computers, laptop computers, servers, external storage, printers and multifunction devices, networking hardware and components, or mobile devices.

Reacting to the findings of the study, Patricia Calkins, Xerox vice-president for Environment, Health and Safety, said, "being smarter about paper use is a win for the environment and for the bottom line, so it is no surprise businesses would zero in on improving their performance in that area". Xerox is one of the sponsors to Green TECHpulse^®. More coverage on Green can be read in our news section.

Reports from Green TECHpulse^® - Business

Barriers to Buying Green Among Businesses

Worries about greenwashing and a lack of clear market and product information are the number one concern among business and technology decision makers. This fear limits decision makers' consideration of greener IT products and services, and the lack of clear information leads to uncertainty in the green business landscape. These findings underscore the importance of creating trusted relationships with customers and prospects via transparent corporate behaviors that builds green credibility.
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Green is a head and heart issue with businesses

Greener purchase decision making, even for businesses, is more complex because decision makers are influenced by both emotive and cognitive factors. In this report we explore how this complexity influences consideration for greener IT products and how a desire to reduce costs and strong beliefs in social and environmental responsibility shape decision making. This report will help marketers get inside the head and heart of decision makers when it comes to Green buying.
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Respondents for this study represented affluent U.S. households with annual incomes of at least $50,000. A total of 1,200 individuals participated in the survey including 400 from households with annual incomes of $120,000 or more.

Reacting to the findings of the study, Heather Clancy, an award-winning business journalist in the New York area with close to 20 years experience in the high-tech industry, said, "There are a ton of really illuminating stats in this report but two things really stuck out for me in the presentation, given my long background in covering tech companies. Here's the first one: When asked to cite the company that they believed was synonymous with green IT (an unaided question), the survey respondents' most frequent response was "None."…and second… the surveyed businesses placed a higher priority on the green-ness of their printers and multifunction devices than they did on their data centers. Read more here.

Reports from Green TECHpulse^® - Consumer

What are Green Consumers Looking For?

Consumers expect companies to demonstrate their commitment to the environment through activities that directly impact the greenness of the company and its customers. This "what does it mean for me" also permeates consumers views towards greener product offerings. Consumers are looking to companies to clearly demonstrate how their products or services are beneficial to them as individual consumers and how they benefit the environment.
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Green Consumers Technology Buying Behavior

When it comes to green buying behavior, green attitudes are more important than demographics. Nevertheless, consumers tend to focus on relatively easy, convenient ways to help the environment. Moreover, they are expecting businesses to be greener themselves, and they want businesses to help make it easier for them, as customers, to be greener.
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