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It’s Not Easy Being Green! Part 2: Importance of Energy Efficiency & Environmental Friendliness in Next PC Purchase
The Diffusion Group, Sep 2008, Pages: 43
How important will environmental and energy concerns be when it comes to purchasing a new PC? If judged by the rapid proliferation of ‘green’-oriented CE products, one would think that ‘green’ positioning is a sure thing.
Despite this widespread perception, however, when it comes to buying new PCs, ‘green’ considerations remain less important than traditional purchase drivers such as functionality, brand, and price.
If recent history tells us anything, it is that American consumers tend to look after their own pocketbooks before considering the welfare of the planet. However, other considerations such as gender, age, income, tech-adopter status and political affiliation certainly affect the response to ‘green’ This report (a) discusses the extent to which green considerations will impact pending PC purchase decisions when compared with traditional purchase drivers, and (b) offers PC vendors a concrete means of determining the extent to which ‘green’ messaging is appropriate for different consumers.
Key Findings From the Report:
- Functionality is without a doubt the most important attribute to consumers when considering a new PC purchase while environmental friendliness is without a doubt the least important.
- In general, energy efficiency is now of equal importance to price: approximately 72% of consumers rank the both attributes as important in their next PC purchase.
- Energy- and eco-friendliness figure into most PC purchase decisions only if functionality, brand and price are relatively equal among the PCs under consideration.
From the Report
Though less important than some other attributes, Energy Efficiency is not unimportant when it comes to PC purchasing. However, as will become evident, it is less important than more traditional considerations such as Price, Brand, and Functionality, meaning that advertising campaigns focused solely on ‘green’ considerations will likely fail to capture a sizeable audience in-and-of-itself. The PC first must still be compelling when it comes to these more traditional attributes.
Also available
It’s Not Easy Being Green! Part 1: Eco-Friendly Attitudes and Behavior among U.S. Internet Consumers
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