Consumerscope: What Green Means to Consumers and the Industry
You don't have to look far to see how concerns about the environment are impacting everyday life. Around the world, consumers, businesses and governments are joining the discussion with thoughts and proposals on new consumption, business and regulatory models for a greener economy. The consumer electronics industry is no exception. The green movement not only impacts the social responsibility of dealers and manufacturers, it will impact their sales.
Awareness of environmentally friendly concepts and behaviors is strong, but consumers' thoughts on what it means to be green have been unclear. CEA's "Shades of Green: Consumer Attitudes Regarding Green CE" study explores consumer opinions, attitudes and purchase behaviors as they relate to green consumer electronic technology. How much do consumers know? Where does the concept of green fall in the purchase decision process for electronics? And perhaps most importantly, will consumers demand green technology going forward?
The study finds most consumers have a strong grasp of basic green concepts. About 90 percent of consumers report they are familiar with typical green terms like "recycling," "energy efficiency," "organic" and "global warming," while more than 80 percent are familiar with "biodegradable." In addition, the study demonstrates familiarity with more nascent or obscure green concepts is improving. For example, 60 percent of consumers in 2009 say they are familiar with the concept of a carbon footprint. By comparison, CEA research conducted in 2008 found only one-third said the same. While the data does not say why awareness increased, the message for the industry is clear: mindshare of green ideology is growing.