Product Category: Connected Home
Price: $995
Release Date: Q3 2008
Authors: Sarah Crisman, Michael Greeson
Pages: 62
Figures: 8
Tables: 26

 
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Download the complimentary Market dBrief,™ The Lean on the Green Scene.

It’s Not Easy Being Green! Part 2:
Importance of Energy Efficiency &
Environmental Friendliness in Next PC Purchase

It’s Not Easy Being Green! Part 3:
Consumer Perception of Leading Technology Brands

Summary

Are American consumers really “going green”? Are the products they buy, the activities in which they engage, and the attitudes they hold consistent with “going green”? Does the “greenness” of a product or service really make any difference when it comes to purchasing, say, a new PC? Are we truly adopting eco-sensitive behaviors?

No doubt due in part to the price of gasoline and oil products, and a growing awareness among consumers about global climate issues, the popular imagination seems squarely focused on what we can do to conserve our resources and preserve our environment. As with previous times in our history, however, what we (as companies and consumers) profess publicly often differs from our private conduct.

Pundits, politicians, and marketers may have been riding the “green” wave steadily for the past 6-12 months, but distinguishing this movement from a fad to a potentially significant shift in social evolution requires further contemplation of consumer behavior. Companies accurately targeting the “green” consumer could provide a compelling edge over competitors that could potentially propel this present trend into a substantial social movement of indubitable worth, thus effectively setting their brand ahead of the industry curve (not to mention the greater benefit to the planet).

The curiosity lies in whether today’s “green shift” is genuine, and whether real-world consumer behavior reflects public rhetoric. This report offers new research to help companies evaluate the “green” message as a viable strategy for differentiating one’s products and services. Again, the social worth is unquestionable; the persuasive value seems strong; but the green in our wallets may have a stronger pull than the green of our social disposition.

This is the first of three reports TDG is producing on the relationship between eco- and energy-friendly behavior and consumer technology. This first report presents an overview of what adult consumers perceive and how they behave in regard to a variety of green-related issues. The second report will offer insight into how these perceptions translate into brand preferences and PC purchasing habits. The third discusses which technology brands consumers perceive to be most ‘green’.


Key Findings From the Report:

• The optimal target for green technologies is not necessarily the most tech-savvy consumer.


• Most consumers participate in simple forms of green behavior such as recycling household debris or replacing incandescent light bulbs. However, more progressive green behavior (such as purchasing a hybrid automobile or switching to a non-fossil fuel-based energy provider) remains limited to less than 5% of adult consumers.


• More than half of adult consumers are to varying degrees concerned with the environmental impact of the CE and technology they buy and use, though only 10% express a critical concern. The fact that 42% of consumers lack any level of concern is alarming, given the public focus on environmental issues.

From the Report

Interestingly, those with annual incomes at the extremes of the scale (greater than $100,000 and less than $25,000) are more likely to agree with the proposition that excess use of fossil fuels is a legitimate threat to our environment: more than half of these income segments agreed with the statement.

Conversely, those with incomes above $75,000 and below $100,000 are least likely to believe this is true: only 39% agree with the statement. This is a very interesting contrast, one which begs the question as to why these differences are related to income extremes. Not surprisingly, these income extremes are also related to educational extremes: the highest and lowest levels of income correspond to the greatest and least educated consumers. It is the middle income levels (those between $25,000 and $100,000) who do not buy into the truth of the proposition.

The mainstream and liberal press present a picture of fossil fuel usage and global warming as integrally (and causally) related. The conservative and pro-business press, on the other hand, argues that global warming is not related to the increased use of fossil fuels by humans. Why, then, would those with a mainstream income disagree more frequently than others regarding the truth of this assertion?
 



Table of Contents
    Executive Summary
    1.0    Opening Comments
                1.1    Project Rationale
                1.2    Research Methodology
    2.0    Concern with Environmental Impact of CE and Technology Purchases
                and Usage
                2.1    Generally
                2.2    Impact of Various Demographic/Psychographic Factors
    3.0    Consumer Beliefs and Behavior Related to Environmental and Social
                Issues
                3.1    Generally
                3.2    Impact of Key Demographic and Behavioral Attributes
    4.0    Travel-Related Green Activities
                4.1    Generally
                4.2    Impact of Key Demographic and Behavioral Attributes
    5.0    Home-Related Green Activities
                5.1    Generally
                5.2    Impact of Key Demographic and Behavioral Attributes
    6.0    Consumer Electronic Recycling Habits
                6.1    Generally
                6.2 Impact of Key Demographic and Behavioral Attributes
    7.0    Reflections & Recommendations

List of Figures
    Figure 1    Consumer Electronic Recycling Habits
    Figure 2    Travel-Related Green Behavior
    Figure 3    Residential Green Behavior
    Figure 4    Concern with Environmental Impact of CE and Technology
                        Purchases and Usage
    Figure 5    Statements Which Best Describe Consumer Beliefs and Activities
    Figure 6    Travel-Related Green Behavior, Generally
    Figure 7    Residential Green Behavior, Generally
    Figure 8    Consumer Electronic Recycling Habits

List of Tables
    Table 1      Concern about Environmental Impact of CE & Technology
                        Purchases by Gender
    Table 2      Concern about Environmental Impact of CE & Technology
                        Purchases by Age
    Table 3      Concern about Environmental Impact of CE & Technology
                        Purchases by Ethnicity
    Table 4      Concern about Environmental Impact of CE & Technology
                        Purchases by Income
    Table 5      Concern about Environmental Impact of CE & Technology
                        Purchases by Political Affiliation
    Table 6      Concern about Environmental Impact of CE & Technology
                        Purchases by Tech Adopter Status
    Table 7      Statements Which Best Describe Consumer Beliefs and Activities
                        by Gender
    Table 8      Statements Which Best Describe Consumer Beliefs and Activities
                        by Age
    Table 9      Statements Which Best Describe Consumer Beliefs and Activities
                        by Income
    Table 10    Statements Which Best Describe Consumer Beliefs and Activities
                        by Tech Adopter Status
    Table 11    Statements Which Best Describe Consumer Beliefs and Activities
                        by Political Affiliation
    Table 12    Travel-Related Green Behavior by Gender
    Table 13    Travel-Related Green Behavior by Age
    Table 14    Travel-Related Green Behavior by Income
    Table 15    Travel-Related Green Behavior by Tech Adopter Status
    Table 16    Travel-Related Green Behavior by Political Affiliation
    Table 17    Residential Green Behavior by Gender
    Table 18    Residential Green Behavior by Age
    Table 19    Residential Green Behavior by Income
    Table 20    Residential Green Behavior by Tech Adopter Status
    Table 21    Residential Green Behavior by Political Affiliation
    Table 22    Consumer Electronic Recycling Habits by Gender
    Table 23    Consumer Electronic Recycling Habits by Age
    Table 24    Consumer Electronic Recycling Habits by Income
    Table 25    Consumer Electronic Recycling Habits by Tech Adopter Status
    Table 26    Consumer Electronic Recycling Habits by Political Affiliation