Forrester Research just released the results of a new study entitled "In Search Of Green Technology Consumers," where they surveyed 5,000 adults about their green concerns and beliefs with respect to electronic products. The results are as follows: 12% (25 million Americans) of the population are "bright greens" - buyers who are willing to spend more money on environmentally friendly electronics or products from a green company; 41% (90 million Americans) are concerned about the environment but are not yet willing to pay additional monies for a green product; and the remaining 47% are considered "non greens" - individuals who are not concerned with the environment or global warning and therefore not willing to pay extra for environmentally friendly products.

The research points out that there is an opportunity for a green leadership position in this area. Currently, Apple boasts the highest number of green consumers with approximately 17% of bright greens while HP's brand Compaq is in second place with 13% of bright greens. However, the field is still quite open and this may be because "All the green efforts of consumer technology manufacturers so far have been one-size-fits-all," states Christopher Mines, senior vice president for research at Forrester. "They are not targeted at a particular segment of consumers, but apply across the board to a company's products, manufacturing, and supply chain. We fully expect green technology consumers to further emerge as a target segment for style-conscious electronics manufacturers as the industry moves beyond beige-box design."

Read the full story at Greener Computing

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