Consumers yet to prioritise eco features when choosing new electrical products.
12 July 2010
Research paper, Consumer attitudes to sustainable electrical products is released today by WRAP as it continues to lead on waste reduction work in a variety of areas including; waste electricals, new technologies and product development.
The research study was set up to explore consumer attitudes to products on the market described by manufacturers as having eco features and to gain more insight into key influences behind the purchase of a range of electricals from washing machines to mobile phones. It looked at seven products and considered things like reparability, energy usage and recycled content.
The qualitative study highlights that overall, participants had a very low level of understanding about eco products and only considered eco qualities if other factors like price, quality and specification was not compromised. Environmental considerations were the 10th most significant influence well below price and brand.
Marcus Gover, Director of Market Development for WRAP said: “These results highlight the need for manufacturers, retailers and WRAP to work together to move environmental considerations higher up consumer’s tick list when they consider purchasing a new product.”
The study highlights a need for retailers and product developers to communicate clearly to customers what benefits eco products have and how quality is retained as they consider their purchases. The messaging could dispel the myth that an eco product is not a high quality item and detail how this product could save energy over another. Even durability may not be valued if consumers do not recognise the brand offering it.
WRAP will use this study to help industry partners to identify where customers need to receive clearer product information and where industry can more clearly communicate the benefits of more sustainable products. The study underlines a gap that retailers are failing to capitalise on in the marketing of sustainable products; WRAP will work with partners to use this data to influence product marketing and communications.
Editor's Notes
- The executive summary - Consumer attitudes to sustainable electrical products can be found here: www.wrap.org.uk/eproducts
- WRAP helps individuals, businesses and local authorities to reduce waste and recycle more, making better use of resources and helping to tackle climate change. Established as a not-for-profit company in 2000, WRAP is backed by government funding from England, Scotland, Wales and Northern Ireland. Working in seven key areas (Construction, Retail, Manufacturing, Organics, Business Growth, Behavioural Change, and Local Authority Support), WRAP’s work focuses on market development and support to drive forward recycling and materials resource efficiency within these sectors, as well as wider communications and awareness activities including the multi-media national Recycle Now campaign for England.
- More information on all of WRAP's programmes can be found on www.wrap.org.uk
Emma Heesom
PR Manager
emma.heesom@wrap.org.uk
Tel. 01295 817858
