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.
Chipmaker cuts use of ozone-depleting halogen 07 Mar 2007
PC maker to remove the worst toxic chemicals from its products 27 Jun 2006Super power efficient products can 'halve power usage' 15 Mar 2007
Big Blue database establishes total power consumption and carbon footprint 01 Jun 2007
As EPA releases draft specifications for energy efficient servers new survey reveals European IT chiefs are happy to pay more for greener products 15 Feb 2008
BBC poll of 22,000 people worldwide finds support for green products, green taxes and lifestyle changes 05 Nov 2007
New link from King's Cross St Pancras opens today as Eurostar insists environmental credentials are driving increased passenger numbers 14 Nov 2007
The Renewable Transport Fuels Obligation comes into force from 15 April 2008 but most consumers are unaware, according to a Friends of the Earth study 14 Apr 2008
Building giant details plans to develop three more commercially viable zero carbon homes over next three years 16 May 2008
Toyota claims the iconic hybrid vehicle has helped cut global carbon emissions by approximately 4.5m tonnes in the last decade 16 May 2008
More news
After two decades of development countless nanotechnologies are fast approaching commercial viability – and they have the potential to redefine the clean tech sector 16 May 2008
Green business courses are springing up think and fast, but as Vanessa Crossgrove Fry warns it could still be several years before we see Green MBAs take their place in the largest firms 14 May 2008 More in-depth
Post your comment
Send an email to the Business Green editor at feedback@businessgreen.com
