Brits lag behind on green tech adoption

UK users least likely to pay more to save the environment

The British are the least likely to accept paying more for green technology, according to a new report.

A study by Canalys, which questioned 2,000 adult mobile phone and PC users in France, Germany, Italy, Spain and the UK, found that Spain had the greenest consumers.

Over two thirds of Spanish citizens said that they would pay more, and over half of users in Italy, Germany and France would do the same.

Brits were the least likely in Europe to pay a 10 per cent premium for greener technology that uses less power and fewer harmful chemicals. Only 40 per cent of respondents said that they would pay more.

The UK also had the highest percentage (22 per cent) of those who were seriously opposed to the idea of paying more.

"Technology vendors exploring green initiatives in relation to the products they build and market must be aware of these differences in attitude," said Canalys senior analyst Pete Cunningham.

"Overall there is good awareness of the need to conserve energy, and willingness on the part of consumers to do their bit.

"At the point of purchase they will often be influenced by other factors, but vendors that can boast genuine green credentials should expect to see a positive response from many customers."

Two-thirds of respondents in Italy indicated that they bought energy efficient kitchen appliances, followed by France at 61 per cent and Germany and Spain at 50 per cent. In the UK the proportion was just 41 per cent.

The study also found that younger consumers are far more likely to pay a green premium. Over two thirds said that they would do so, compared to less than half of those aged over 50.