| Contacts: | Jennifer Bemisderfer tel: 703-907-4322 e-mail: jbemisderfer@CE.org |
Meghan Henning tel: 703-907-7654 e-mail: mhenning@CE.org http://www.CE.org |
CONSUMER DESIRE FOR “GREEN” ELECTRONICS ON THE RISE, SAYS CEA
One-Third of Consumers Expect to Make Eco-Friendly CE Purchase Within Two Years
| Arlington, Virginia | 12/10/2008 |
More consumers expect their consumer electronics (CE) devices to be environmentally friendly, according to new data released today 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.
“Consumers are now beginning to associate terms like recycling and energy efficiency with consumer electronics products,” said Tim Herbert, CEA’s senior director of market research. “As they seek out those attributes in the purchasing process, there is enormous opportunity for manufacturers and retailers to educate customers about green products and how purchasing decisions can impact the environment.”
According to the study, price and features continue to be the primary purchase drivers for CE products, but green attributes will increasingly be a factor. In fact, 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.
“With 74 percent of consumers saying that companies should do more to protect the environment, it’s critical that CE manufacturers and retailers clearly communicate with customers regarding the environmentally-friendly products and programs offered by the industry,” notes Parker Brugge, CEA’s vice president of environmental affairs and industry sustainability.
Going Green: An Examination of the Green Trend and What it Means to Consumers and the CE Industry (December 2008) was fielded in September 2008 to an online sample of 960 adults. It was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies. Non-members will be able purchase the study for $999 at myCEA.CE.org.
About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $173 billion U.S. consumer electronics industry. More than 2,200 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion and the fostering of business and strategic relationships. CEA also sponsors and manages the International CES - Where Entertainment, Technology and Business Converge. All profits from CES are reinvested into CEA's industry services. Find CEA online at www.CE.org.
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CONSUMER DESIRE FOR GREEN ELECTRONICS ON THE RISE