12% of Americans willing to pay extra for green consumer electronics
12% of US adults (or 25 mln Americans) are willing to pay extra for consumer electronics that use less energy or come from a company that is environmentally friendly, according to Forrester Research. Bright greens are 12% of US adults. These consumers are concerned about the environment and strongly agree that they would pay more for consumer electronics products that save energy or come from a company that is environmentally responsible. Green consumers are another 41% of US adults. These 90 mln consumers share concerns about environmental issues, but do not strongly agree that they would pay more for environmentally friendly products. Non-greens are the remaining 47% of US adults. The rest of the population, 96 mln Americans, do not (yet) share the greens’ concerns about the environment or global warming. Among the major PC brands, Apple’s customer base is the greenest, with 17% of its customers in the bright green consumer category. HP’s Compaq brand ranks second, with 13% of its customers in the bright green category.