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Bright greens to oust early adopters as key buying group

December 4th, 2007 · No Comments

The green message is getting through to buyers of home entertainment kit. According to market research carried out by Forrester, 12 per cent of American consumers would be prepared to pay more for environmentally friendly products. These so-called ‘bright green’ consumers could soon be as valuable to the CE industry as traditional early adopters. Although they would be unwilling to pay more for greener products, a further 45 per cent of consumers polled were now concerned with the state of the environment, citing excessive energy consumption of products and hazardous materials as reasons to be cautious when buying.
Forrester senior VP Christopher Mines says: “The green leadership position is open. Which manufacturer will create the iconic ‘Prius’ product in consumer electronics…”
To attract more of these consumers, big brand names need to more fully embrace the principles of low-impact manufacturing and extended longer product life cycles. Of the the 5000 respondents to the poll, Apple’s customer base was deemed to be the greenest, with 17 per cent of consumers in the ‘bright green’ category.

Tags: Corporate · Miscellaneous items · Trade

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