Study: Consumers Shun Green CE Efforts
By TWICE Staff -- TWICE, 3/30/2009
Sunnyvale, Calif. – A consumer study conducted by the consumer electronics education Web site Retrevo indicates mistrust, lack of education and high prices are hindering the CE industry’s green efforts.
In the study, 75 percent of consumers polled said buying energy-efficient products was important to them, but less than half admitted to actually having bought a “green” electronics product.
In addition, some 35 percent of respondents said they would be unwilling to pay a premium for green products, even if those products are shown to require less electricity to operate.
“These results suggest that manufacturers and retailers need to better communicate the importance of buying green or else they will have to be more aggressive with pricing,” the company said in a statement on the study.
The study also revealed skepticism among consumers about the validity of green labels. Only 13 percent said they trusted green claims, while 40 percent felt that manufacturers and retailers use the term incongruously to capitalize on the trend without actually creating or selling energy efficient products.
Retrevo said it believes manufacturers will need to be more consistent in their claims and work hard to overcome consumers’ skepticism about energy ratings.
“Even though a majority of consumers understand the importance of conserving energy and not polluting landfills, manufacturers and retailers aren’t succeeding in demonstrating the real-life value of green products,” Vipin Jain, CEO of Retrevo, said in a statement.
The survey did find significant percentages of consumers dispose of CE products in environmentally responsible ways. Approximately 33 percent said they give them to charity; 20 percent said they take them to recycling centers; and 17 percent said they sell them.
Only 12 percent of respondents admitted to throwing old electronics in the trash. Further information on the study is available here.
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Thus we see the result of Unintended Consequences.
This article is a case study in the reason why there needs to be more control over the quality of products flooding the United States, and how poorly the results of such a study was interpreted. Despite several mentions of consumer "mistrust" and "skepticism", Retrevo blindly states that the "results suggest that manufacturers and retailers need to better communicate the importance of buying green", without ever delving into the reasons WHY that mistrust and skepticism exists.
In an era where retailers have shown a willingness to sell imported products... which have then been revealed as sub-standard, poor quality and at worst toxic, (especially when it affects such sacrosanct items as baby food and children's toys, pet food and 'healthcare' products) for the sake of a few cents more profit... it should come as no surprise that the consumer then mistrusts any message coming from the retailing arena in general, including a "Green" message. All are painted by the consumer with the same broad brush of skepticism.
Until ALL industries in emerging countries are required to meet the same minimum safety standards and demonstrate a willingness to put the public's safety first, this "mistrust" will continue. If retailers insist on using offshore sources, at the very minimum they should also rigorously enforce the same quality standards as USA manufacturers work hard to comply with every day.
As an American manufacturer of wall and ceiling mount products for flat panel displays and projectors, our mounts use only rugged gauge steel, and we stringently test all products to ensure both strength and functional reliability. At the same time, we see the product recalls and safety alerts involving substandard offshore mount products, and wonder at the stubborn loyalties some retailers continue to give to cheap imported products which plague our industry. (Another 140,000-mount recall of imported product was just announced late January by the CPSC.)
Actions have Consequences, and the right actions speak volumes. Address core issues that foster positive consumer attitudes. Industry must police itself, to ensure consumers have the confidence to trust what we tell them. Leading by example is Old School, but still the right thing.
Charles Hawkins - 2009-31-3 12:38:00 EDT -
I for one donot beleive in this big lie of global warming/ Cap & Trade. How by paying taxes for using our national resources and then giving it to 3rd World nations via the United Nations going to elimanate carbon deposits? Any Americaan with common sense will see right through the SMOKE & MIRROR'S. The World temperature has never been as cold in the last 8yrs. I'm 72yrs. young and I remember in the 40's/ 50's Snow in NYC being over10" high, & Aug. over 100". Tell the truth/ do the right thing!
Edward W. Schatz - 2009-31-3 10:56:00 EDT
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