A new report by Forrester Research indicates a small group of people is willing to pay a premium for electronics that use less energy, come from a company known to be environmentally friendly, or both.
Out of the 5,000 US adults surveyed, 41% called themselves green but only 12% said they were willing to pay more for green products.
Greens (41 percent of adults surveyed) are US consumers who are concerned about the environment but aren't strongly committed to buying environmentally friendly products at a premium. Given the wording of Forrester's report, it seems reasonable to assume that members of the green group would prefer green products and might be willing to pay a premium for them, but that willingness would depend directly on how large the premium was and what other features or benefits the device might offer in addition to being green.
The final (and largest) group of consumers are classified as non-greens in the Forrester report—probably because "browns" didn't sound all that attractive of a designation. These are, to put it simply, consumers who don't care about the environmental impact of products and don't share the concerns of the green groups.
The report goes on to identify Apple as the company with the greenest consumer base, followed, oddly enough, by Compaq. The report notes that a number of companies, including Apple, Toshiba, and Dell, have gone out of their way to address environmental concerns—but points out that this is likely to be the tip of the iceberg. As environmentally friendly products become more popular, Forrester predicts will see even more of an emphasis on such product characteristics across the entire market.