Consumers MAY pay for green technology

Macworld talks about a study released by the Consumer Electronics Association that finds buyers want to purchase green electronics. Unfortunately, only 53 percent also said they are ready to pay a premium for environmentally friendly options. It’s not much encouragement to tech manufacturers considering an expansion of their eco-friendly product line.

Business is business. Manufacturers will only make a product if consumers will buy it. So the question becomes, “How do you market a more expensive product?”

The answer, as always, comes down to money. There is an eco-minded demographic that will buy a product simply because it’s the best environmental choice. Many more mainstream purchasers will buy a slightly more expensive product if it saves them money overall — usually on long-term operating costs.

Maybe it’s time to stop marketing green tech as the “feel good” choice and get back to the basics of selling based on features and benefits. Feature: energy star appliances use less energy. Benefit: lower electric bills.

What do you think? What’s the best way to entice consumers to vote with their wallet and encourage green innovation in the electronics industry?

About Barbara Holbrook

Barbara lives in Southern California where she writes about technology, design and smart ways to go green.

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