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Ipsos Green Technology Report

In recent years the terms 'green' and 'environmentally friendly' have flooded mainstream media and have impacted nearly every industry. Companies, both large and small, are learning the value of integrating environmental thinking into their business operations. For technology companies the landscape is increasingly challenging.

Recent research indicates that consumers have already begun to actively change their life – styles and day-to-day activities to reduce their environmental impact, but how has this increased focus on environmental issues resonated relative to technology-related purchase decisions? While there is still much progress to be made, awareness is growing and consumers have begun to at least consider 'green' factors in their purchase decisions. Yet, a survey conducted by Ipsos last year revealed a vacancy in the 'green' leadership position, with less than one in five respondents associating any of the leading technology brands presented as having environmentally friendly business practices.

With this 'green' movement creating significant market opportunity for companies, the Ipsos Green Technology Report assesses environmentally friendly trends and practices as they relate to the technology industry. The topics examined in this special report include:

• The influence of environmentally friendly practices (e.g., recycling, energy efficiency, contributions to 'green' causes, etc.) on computer and consumer electronic product purchases.
  Which environmental practices most influence these purchase decisions? Has the influence of specific practices changed over the past year? Do certain environmental practices have more influence with one consumer segment versus another?
• Consumer technology companies associated as having 'green' or environmentally friendly business practices.
  Have marketing programs, messages and new environmental policies been successful? How have consumer perceptions about your technology brand changed over the past year compared to those of your competitors?
• Awareness of technology companies' recent environmentally friendly business practices and policies.
  Who is paying attention? How does this awareness compare to that of your competitors?
• The consideration of environmental impacts or benefits during consumer product purchase decisions.
  For what types of product purchases are consumers considering the environmental impacts or benefits? What consumer segments are considering these issues?
• Trusted sources for information on companies' commitments to the environment and environmentally responsible practices.
  Do consumers trust information that comes directly from the manufacturer? How credible are third-party or independent organizations?

Methodology

Data are collective via online survey conducted by Ipsos among a nationally representative sample of adults aged 18+. The sample is drawn from the Ipsos U.S. Internet Panel. Respondents are screened to report personal ownership and/or use of at least one qualifying technology device. Data collection occurs in April each year with a sample of approximately 1,000 consumers.

Deliverables

The specific deliverables of the Ipsos Green Technology Report include:

• Customized PowerPoint report
• Excel-based data tables, with the following banners:
  • Standard demographics (gender, age, household income, region, etc.)
  • Customized banner (respondents who associate your brand as being 'green' versus those who do not, respondents who are aware of your brand's 'green' practices versus those who are not, etc.)
  • Trending banner