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More consumers expect their consumer electronics (CE) devices to be environmentally friendly, according to 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% 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% 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% 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% 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.
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