What are Green Consumers Looking For?Special focus on technology consumers |
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Partial summary: Although consumers want to help the environment, they tend to focus on simple and inexpensive ways to do so, such as recycling, electronic bill paying, and buying energy-efficient or eco-friendly products. Fewer consumers are actively pursuing more challenging or expensive green activities such as purchasing renewable power for their homes or buying a hybrid vehicle. Technology vendors need to make it easy for consumers to buy green, such as offering ways to simplify buying, shipping, and set-up along with easy ways to dispose of packaging and old products.
This report explores the needs and gaps of Green consumers. It explores how consumers are trying to balance their greater aspirations to help the environment with a more immediate and localized desire to save money. It further explores the confusion in the green market place and need for credible information. This information helps technology product marketers to fine tune their messages and understand the needs of Green technology consumers.
Methodology: This report is derived from Green TECHpulse TM '08 consumer study done by Hansa|GCR 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:- Introduction
- A need for more and better information. Here we highlight important limiting barriers to further growth of greener consumer technology and importance of neutral third-party ratings.
- What consumers expect from businesses. Here we highlight which factors are most important to consumers when it comes to green.
- Conclusions and Recommendations.
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Other reports in this series:
Green TECHpulse TM ’08 Premium Consumer Recommendations $2,495
Green Consumer Technology Buying Behavior $495
Green TECHpulse TM ’08 Premium Business Recommendations $2,495
