|
Environmental Considerations When Purchasing (% of Respondents Purchasing Category) |
|
Purchase Category |
Considered Environment |
Did Not Consider Environment |
|
Automobiles |
49% |
51% |
|
Large HH appliance |
48 |
52 |
|
Television |
36 |
64 |
|
Printer |
36 |
64 |
|
Computer |
34 |
66 |
|
Digital camera/camcorder |
30 |
70 |
|
Cellphone |
25 |
75 |
|
Small HH appliance |
26 |
74 |
|
MP3 player |
23 |
77 |
|
Game console |
20 |
80 |
|
Source: Ipsos Green Technology Study, October 2009 |
I think all of us want to be more environmentally aware in our choices, but the chart shows where we are as a society. The Center For Media Research's "Consumers Need More Green Awareness" reports that some marketing has worked with consumers....
"... nearly three out of four consumers claim that devices that are ?Energy Star' efficient, and devices that do not drain energy, would influence their purchase decisions." Additionally, environmental practices that would influence the consumer in the purchase decision include the following responses:
- 73% say an Energy Star rating would influence purchase
- 72% if the device doesn't drain energy when not in use
- 67% if the manufacturer/retailer includes a free recycling program
- 65% if the manufacturer uses environmentally safe materials
- 63% if the manufacturer recycled or disposed of the product
Base: All US respondents who have owned/used tech device and have Internet access "
The chart above really shows how far we have to go, help your clients to integrate green messages into the marketing. A lot of times the green message goes hand in hand with savings and value so don't be afraid to use it.