Research shows that consumers have green ideals but don’t base their purchasing decisions on them, whereas business understands the ecological bottom line.
Speaking at Samsung’s second annual green technology roundup, David Steel, Samsung’s executive vice president of strategy, said that research showed that while consumers had concerns about the environment, they usually purchased on price and features.
In contrast, the enterprise sector had got the message about green efficiencies. With datacentre costs rising and energy bills set to increase, the enterprise sphere was willing to invest in green technology, Steel said.
“Consumer behaviour hasn’t caught up with green ideals,” he said.
The best selling point with green technology in both sectors was energy efficiency, he said. This not only had green cachet but also provided instant and sustained savings.
The key to selling to consumer markets, as opposed to enterprise ones, is to combine energy saving with a killer piece of technology, argued Eric Wesoff, senior analyst at Greentech Media.
“Energy is kind of boring and getting consumers to change their behavior is a daunting challenge,” he said.
“You can't sell just on energy efficiency; you have to offer fetishism and product lust.”
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