Green TECHpulseTM ’08 Premium Consumer Recommendations

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Partial summary: The complete Hansa|GCR Green TECHpulse TM '08 recommendations and presentation provide our unique multidimensional ratings and rankings of major IT technology providers as well as never-before documented insights into how green influences brand perception and how specific environmental considerations affect home technology purchasing decisions. Not surprisingly, results show that price remains a stumbling block to further adoption of green technology, but that affluent consumers are also strongly driven to “do the right thing.” Outside of cost, other constraining factors include concerns about green-washing and a general lack of trustworthy information sources to evaluate green products and services. Other purchase drivers include saving money via reduced energy and water costs. Beyond these observations, however, lies the rest of the story in terms of how green influences the heads and hearts of household technology decision makers. This is where marketers have an opportunity to own and position around green and affect preference for their products.

This unique analysis provides insights regarding the importance of green as an essential business issue confronting C-suite, marketing, sales and business executives: 1) Actionable ideas to help technology companies market green products and services to affluent households. 2) Innovative interpretation of what does and does not affect brand perception related to green consumer technology. 3) Deep-dive into the mindset and preferences of consumers showing how they weigh and factor green into their decisions and preferences for products and services.

Methodology: This report is derived from Green TECHpulse TM '08 consumer study done in the earlier part of 2008 among consumers 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(8 pages):
  1. Key Findings. HANSA|GCR presents the most salient and actionable research findings in the key findings section of the recommendation.
  2. Understanding the Green Continuum. Consumers vary widely in their environmental attitudes and green behaviors. We explore two points on a green continuum where we see affluent consumers falling.
  3. Affluent Consumers Are Serious About Green. We then discuss the range of eco-friendly activities and personal behaviors that these two groups of affluent consumers are practicing. Next we assess green technology purchase inspiration and motivation among the affluent consumer respondent base.
  4. Doing the Right Thing with an Eye on the Wallet. In this section we illuminate the affluent consumers' balancing act, highlighting where morals and money meet, who typically wins and by how much.
  5. A Need for More and Better Information. In this section we offer insights regarding the difficulties and challenges household purchase decision makers face in their efforts to go green on the home front. Cost is always an issue, but so is trustworthy messaging. We explore what affluent consumers need to know to make more informed decisions.
  6. What Consumers Expect from Businesses. HANSA|GCR explores the expectations affluent consumers have for companies that aspire to be leaders in green behavior. This section offers a summary of the green market landscape as well as strategies for more effectively engaging household purchase decision makers.
  7. Who Are the Trusted Green Technology Industry Leaders? We present our snapshot of the green leadership landscape. We share who is on top, who is gaining ground and then highlight where opportunities lie.
  8. Conclusions and Recommendations. This section provides actionable recommendations a technology company can use to build its brand image, boost preference for its products, and establish itself as a market leader and preferred vendor for greener consumer technology products and services.
    Appendix. The Appendix provides additional details about the HANSA|GCR research methodology as well as additional profile and demographic information. The Appendix also includes comparisons to the eco-considerate and eco-wary consumers across several factors.
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