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Consumers Opportunities of and Interest in Purchasing Green Electronic Products
Table of Contents
Foreword
1 Summary and conclusions
1.1 Background and objective
1.1.1 Objectives
1.2 The study
1.2.1 Definition of electronic products
1.3 Conclusions
1.4 Recommendations
1.4.1 Retailers must become more active
1.4.2 Consumers need information on several levels
1.4.3 The authorities may start a positive spiral on the market
2 Results of questionnaire
2.1 Objective of questionnaire
2.2 Main conclusions of questionnaire
2.3 Who responded to the questionnaire?
2.4 Purchase of mobile phones
2.4.1 Information sources for purchase of mobile phones
2.4.2 What is important when consumers buy mobile phones?
2.4.3 The environment and mobile phones - consumer knowledge and motivation
2.5 Purchase of stereo/television and computer equipment
2.5.1 Information sources for purchase of stereo/television and computer equipment
2.5.2 What matters to consumer when they buy stereo/television and computer equipment?
2.5.3 Environmental aspects of stereo/television and computer equipment - consumer awareness and motivation
2.6 General consumer behaviour
2.6.1 Attitudes to “green” consumption
2.7 Awareness of eco-labels
2.8 Consumer wishes for environmental information on electronic products
3 Four consumer types
3.1 Segmenting consumers
3.2 Strategic use of segmenting analysis
3.2.1 Possible follow-up on this study
3.3 What characterises the segments?
3.3.1 The converted
3.3.2 The convertible
3.3.3 The accessible
3.3.4 The inaccessible
4 Focus group interviews with consumers
4.1 How are electronic products bought?
4.2 What is important in the choice of electronic products?
4.2.1 Environmental requirements for purchasing electronic products
4.2.2 View of own influence
4.3 Consumer wishes for environmental information
4.3.1 Attitudes to a simple environmental declaration
4.3.2 Attitudes to eco-labels
4.3.3 Attitudes to energy labels
4.3.4 Attitudes to verification of eco-labels
5 The environmental dimension of electronic products retailers
5.1 Objectives
5.2 Methodology
5.3 Conclusions
5.4 Results
5.4.1 Retailer structure and situation in Denmark
5.4.2 Environmental requirements on the agenda
5.4.3 Environmental policy
5.4.4 Knowledge
5.4.5 Supply and demand
5.4.6 Purchasing situation between retailers and suppliers
5.4.7 Marketing
5.4.8 Sales situation
5.4.9 Internal communication
5.4.10 The future
5.4.11 Possibilities for selecting less polluting electronic products
References
Bilag A. Methodology description of questionnaire survey
Bilag B. Framework of questions for retailer interview
Bilag C. Basis for segmenting consumers
Bilag D. Example of simple environmental declaration
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