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Home Living : March 22nd 2011
4 HLW - HOME LIVING: WEST, Tuesday, March 22, 2011 Can't commit to buy green: study » ADVERTISING FEATURE HOMELIVING Australian shoppers' green intentions largely fade by the time they reach the cash register, according to a Macquarie University study. The study, commissioned as part of the Panasonic Chair in Environmental Sustainability initiative, found there is a weak link between intent to purchase eco-friendly products and actual buying decisions. The study found while 75 per cent of consumers considered environmental features ahead of buying goods, only 20 per cent actually bought goods with eco credentials. The study looked at purchasing behaviours across key electronics categories including televisions, airconditioners, washing machines and digital cameras. Some 2000 consumers were surveyed. Professor Tim Flannery, Panasonic Chair in Environmental Sustainability at Macquarie University, said getting consumers to buy green -- as well as think green -- was critical to improving environmental outcomes. ''Awareness of environmental issues is extremely high and our next challenge is to turn that into everyday action,'' Prof Flannery said. ''People are going to continue to purchase and use products such as consumer electronics and need to make sure they're making the best possible decisions.'' Other key findings from the study included: Eco features accounted for only between 11-20 per cent of purchase intent, depending on the type of product being considered Eco purchasing intent most strongly mirrored purchasing behaviour in sales of household appliances such as washing machines, while the link was weakest in sales of home entertainment products like televisions Eco features were most valued by younger (18-24) and older consumers (over-55), while they were much less valued by those in the 33-44 age group Panasonic estimates that it is possible to reduce CO2 emissions from a household by 65 per cent in 3-5 years by increasing the energy-efficiency of devices and reducing the power consumption of the entire house. Panasonic Australia managing director Steve Rust said the results were disheartening for many companies. ''The message just isn't translating into action. 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March 15th 2011
March 29th 2011