Consumer Demand for Green Technology Higher then Ever
Consumer Demand for Green Technology Higher then Ever
December 6, 2007: Forrester Research have released a report showing consumers are willing to pay extra for greener technologies, with new market opportunities being opened.
The study has found that 12% of US adults are willing to pay extra for consumer technologies that are green friendly. Forrester is labeling the 12% or 25 million Americans as “Bright Greens” and considers them to be the vanguard of an emerging consumer market segment that technology companies should target.
According to the report, among the major PC brands Apple is the greenest, with 17% of its customers in the Bright Green Category followed by HP with 13%.
"The green leadership position is open: Which manufacturer will create the iconic 'Prius' product in consumer electronics?" said Forrester Research Senior Vice President Christopher Mines.
The report surveyed 5,000 US adults and identified three different shades of consumer types; the aforementioned Bright Greens who made up 12% of respondents and are extremely concerned about the environment, 41% who are Green Consumers and are concerned about the environment, though not to the extent of the Bright Greens. The final segment was the Non-Greens who made up 47% of respondents and were not concerned about the environment.
"All the green efforts of consumer technology manufacturers so far have been one-size-fits-all: They are not targeted at a particular segment of consumers, but apply across the board to a company's products, manufacturing, and supply chain," said Mines. "We fully expect green technology consumers to further emerge as a target segment for style-conscious electronics manufacturers as the industry moves beyond beige-box design."