Forrester: In Search of Green Tech Consumers
December 19, 2007
As the environmental movement has gained momentum, one of the key questions facing companies that felt pressure to “green up” was “would consumers pay more for green tech and related products?”
Well, according to a recent Forrester Research poll, fully twelve percent of U.S. adults, or what amounts to nearly 25 million people — are willing to pay extra for consumer electronics that use less energy or come from a company that is environmentally friendly.
Forrester has termed these consumers “bright greens” and believes they are at the forefront of an emerging class of consumers that will be an attractive target for marketers at technology companies.
The report, based on a survey of 5,000 U.S. adults, identifies three distinct segments of U.S. technology consumers:
- Bright greens are 12 percent of the market. These consumers are concerned about the environment and strongly agree that they would pay more for consumer electronics products that save energy or come from a company that is environmentally responsible.
- Green consumers are another 41 percent of U.S. adults. These 90 million consumers share concerns about environmental issues, but do not strongly agree that they would pay more for environmentally friendly products.
- Non-greens are the remaining 47 percent of U.S. adults. Thee individuals do not (yet) share the same concerns about the environment or global warming.
The report, In Search Of Green Technology Consumers, is available from Forrester.
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