This project was carried out in a collaboration between the Centre for Alternative
Social Analysis (CASA), dk-TEKNIK & MILJØ and the market research institute, Gallup.
The aim of the project was to examine the relationship between the consumers and the
suppliers in the development and sale of "green" electronics.
The project survey is divided into three stages:
- A quantitative consumer survey involving 701 consumers completing a questionnaire and
giving information about their attitudes and behaviour in connection with their purchase
of electronic products.
- A qualitative consumer survey involving a total of 17 consumers attending focus group
interviews which primarily dealt with the consumers’ requirements for labelling green
electronics.
- A qualitative supplier survey involving ten suppliers who were interviewed about their
views on consumer requirements, environmental business strategies and the relationship
between the producers, retailers and consumers.
The survey showed that the consumers had a positive attitude to making
environmental demands regarding their purchases of electronic products. Many consumers (25
to 40 per cent) said that they attach much importance to the environment and energy
consumption when purchasing electronic products.
This does not correspond with the retailers’ views. According to them there is no
demand for green electronic products from the consumers. The survey of the retailers shows
that "the environment" is not on the retailers’ agenda which among other
things is due to severe price wars on the electronics market. Some had defined
environmental policies but only one of these policies contained direct product related
environmental demands.
According to the retailers the main reason why there is no deliberate supply of
environmentally friendly electronic products is that they are not in demand by the
consumers and the retailers do not intend to take action within this field until there is
a demand.
The consumers have the will but lack information
The consumers obviously have the will to prioritise environmental considerations when
purchasing electronics. The good will of the consumers to prioritise environmental
considerations when purchasing electronics is slightly better among women than men. 59% of
men are thus willing to prioritise environmental considerations if the products were
labelled with environmental information whereas 68% of women are willing to prioritise
environmental considerations.
The fact that women are more willing to prioritise environmental considerations than
men contrast with the fact that two thirds of the buyers responsible for procurement of
electronics are men as opposed to only one third being women.
One of the barriers to converting the consumers’ good will when making a purchase
is the lack of information in this area. 50% of consumers have no clear view of the
environmental impacts of pcs or radio/television equipment. Approximately one in three
respondents found that there was no environmental impact in the production, use or
disposal of electronics. Apart from information about the environmental impact of
electronics, the consumers also lacked environmental labelling and environmental
information to navigate through their purchasing decisions.
One third of consumers were willing to pay more for a product that was less
environmentally harmful. Women were more willing than men to pay for prioritising
environmental considerations.
From the above focus group interviews it emerged that electronic products to a large
extent are considered life style products. The consumers demand that the products meet far
more than just the practical needs. Great emphasis is put on design, for example, and the
consumers are willing to pay more for the attractive product. Likewise some consumers are
also willing to pay more for a product if it is "green".
The retailers lack information too
Information about less environmentally harmful electronic products was very limited
among the retailers. More than half indicated that they had no clear view of the
environmental impact – apart from the energy consumption – which is of
importance to electronic products. Furthermore, several retailers indicated that there are
no other environmental problems of significance with electronic products and thus no need
for efforts to be made in this area.
This survey shows that the retailers and the shop assistants are a particularly
important source of consumer information. Thus 58% of consumers receive their information
from the shops prior to purchasing an electronic product.
No competition on environmental issues among retailers
It emerged that in general the environment was not on the retailers’ agenda, among
other things due to the severe price war on the electronics market.
Some had defined environmental policies but only one of these policies contained direct
product related environmental demands.
None of the retailers deliberately sell or market environmentally friendly electronic
products. However, environmentally labelled electronic products (TCO 95/TCO 99, Energy
Star or the Environment Arrow) are sold but this is more or less unconscious.
The retailers are waiting for the consumers and the producers to make a proposal
According to the retailers the main reason why there is no deliberate supply of
environmentally friendly electronic products is that they are not in demand by the
consumers and the retailers do not intend to take action until there is a demand.
The general attitude among the retailers is that the producers through product
development will ensure that there is a reduction in the environmental impact of the
individual electronic products.
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