Consumers Increasingly Eyeing Green Goods

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Originally posted Dec. 4th, 2007
by Geoff Duncan, Digital Trends

Forrester Research says 12 percent of U.S. consumers are already
oriented towards eco-friendly products..and another 41 percent are
ready to get on the bandwagon.

A new report from market analysis firm Forrester Research finds that some 12 percent of U.S. consumers are already "bright green,"
putting their money where their mouths are when it comes to
ecologically- and environmentally-sensitive buying practices. These
consumers are willing to pay a premium for products that are
environmentally friendly, that use less energy, or both. More telling,
however, is that another 41 percent of U.S. adults Forrester surveyed
are also concerned about the environment, even if they aren’t ready to  pay a premium for environmentally-friendly products.

Forrester argues that consumer electronics
manufacturers ought to be changing their product development and
marketing practice to attract this growing population of "green"
consumers. "The green leadership position is open: which manufacturer
will create the iconic ‘Prius’ product in consumer electronics?" asked
Forrester Research senior VP Christopher Mines. "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."

The remaining 47 percent of U.S. adults, some 96 million Americans,
do not currently share "greens’" concerns about the environment or global warming.

Among major PC
brands, Forrester found Apple’s customer base to be the "greenest,"
with 17 percent of Apple customers in the "bright green" consumer
category. HP’s Compaq brand came in second, ticking in just above the
general population with 13 percent of its customers in the "bright
green" group.

Forrester’s survey polled 5,000 U.S. adults.

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