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CEA: Consumers Want Green Electronics

CEA: Consumers Want Green Electronics

Dec 12, 2008 9:19 AM

Arlington, VA – Dec 10, 2008 – More consumers expect their consumer electronics devices to be environmentally friendly, according to data released by the Consumer Electronics Association (CEA). Going Green: An Examination of the Green Trend and What it Means to Consumers and the CE Industry, finds that 89 percent of households want their next television to be more energy efficient, for example. Although awareness of green CE offerings lags behind sectors like household products and automobiles, 33 percent of consumers say they expect to make some type of green CE purchase within the next two years.

The study reports that price and features continue to be the primary purchase drivers for CE products, but green attributes will increasingly be a factor. 53 percent of consumers say they would be willing to pay some type of premium for televisions with green attributes. Effectively communicating the green attributes of CE products continues to be an obstacle for manufacturers in particular. Though the study indicates high consumer awareness of logos like EPA’s Energy Star, the absence of a single indicator for other green attributes leads to consumer confusion. The study finds consumers desire an easy way to determine if a product meets environmental standards, such as logos and descriptions printed on the product packaging.

The study was fielded in September 2008 to an online sample of 960 adults. It was designed and formulated by CEA Market Research. The complete study is available free to CEA member companies. Non-members will be able purchase the study for $999.