A new study conducted by Ipsos-Mori (PDF) on behalf of Greenpeace International of consumers in nine countries finds consumers are generally willing to pay more for an environmentally-friendly PC, as opposed to a less-expensive machine containing more toxic chemicals and other components which end up as hazardous waste.
For the survey, Ipsos Mori interviewed roughly 1,000 people in each of nine countries (India, Great Britain, Thailand, China, Mexico, Poland, the Philippines, Brazil, and Germany) and found, in countries where PC ownership of survey respondents was high enough to be stiatistically signficant, consumers would pay from £32 (Germany) to £124 (Mexico) ($58 to $226) extra for a more environmentally friendly PC. the survey also foun that some 49 percent of respondents feel that manufacturers should bear responsibility for hazardous waste from discarded PC and electronics products.
The report highlights growing concerns about “e-waste,” discarded computer and electronics products which are often shipped to developing markets for disposal. Many chemical components (including flame retardants and plastics) and heavy metals (including cadmium, lead, and mercury) in this waste are known toxins, creating environmental and health hazards in India, China, and a number of other countries where these materials are dumped or landfilled. The United States alone throws away an estimated 30 million computers a year.
Computer makers Dell and HP have recently announced plans to reduce the amount of toxic chemicals in its products, and electronics manufacturers Sony, Samsung, Nokia, and LG have made similar pledges; however, despite its recent recycling initiatives, industry darling Apple gets poor marks from Greenpeace on removing hazardous materials from its products, along with IBM, Lenovo, Siemens, Toshiba, Acer, and Fujitsu.
Greenpeace’s study may ease concerns of manufacturers fearful the added cost of making products which are easier on the environment would make them less competitive in the marketplace. By demonstrating many consumers are willing to pay more for greener products and patronize companies with responsible environmental and recycling polices, Greenpeace and others hope to demonstrate a market for “eco-friendlier” products.
