Consumers Opportunities of and Interest in Purchasing Green Electronic Products

Bilag C. Basis for segmenting consumers

5.6 Group 1 - the converted

The criteria for including consumers into this group is that they meet the following parameters:

1.	They attach high or very high importance to one of the environmental aspects when they purchase electronic products (questions 25-31 and 61-76).
2.	It is of high or some importance to the consumers that the product puts the lowest possible pressure on the environment (question 83).
3.	They disagree with the statement that they rarely purchase organic or eco-labelled products (question 92).
4.	They are willing to pay 15% more for a product if the product puts less pressure on the environment (question 100).

5.7 Group 2 - the convertible

The criteria for including consumers into this group is that they meet the following parameters:

1.	They attach high or very high importance to one of the environmental aspects when they purchase electronic products (questions 26-31 and 61-76).
2.	It is of high or some importance to the consumers that the product puts the lowest possible pressure on the environment (question 83).
3.	They disagree or neither disagree/agree with the statement that they rarely purchase organic or eco-labelled products (question 92).
4.	They are willing to pay 15% more for a product if the product puts less pressure on the environment (question 100).

5.8 Group 3 - the accessible

Consumers meeting the following requirements are in this group:

1.	They attach some importance to one of the environmental aspects when they purchase electronic products (questions 26-31 and 61-76).
2.	They are mainly in favour of paying more for products putting less pressure on the environment (must have answered disagree or neither disagree/agree to question 100).
3.	They believe that solving environmental problems is mainly the central government’s responsibility (question 101).

5.9 Group 4 - the inaccessible

Consumers meeting the following requirements are in this group:

1.	They do not give weight to environmental or energy aspects in purchasing electronic products (questions 61-76).
2.	They are unwilling to pay more for less polluting products (question 90).
3.	They believe that solving environmental problems is mainly the central government’s responsibility (question 101).