Willing to spend green going green

According to a study from the Consumer Electronics Association (CEA), green features (recyclable and energy efficient) are more important than brand and, if a product has good green credentials, it could beat out a well-known brand.
Philosophy regarding the environment and the company's reputation impacts consumers’ decision to try its products for the first time, said 45% of female and 34% of male respondents. A similar percentage said those factors also affect their willingness to continue using a company’s products and a little more than half of consumers surveyed are willing to pay a premium for green products, up to 15% more (22% of respondents). 33% of consumers said they planned on some sort of green electronics purchase within the next two years.
A word of caution, however. About 40% of consumers are confused by green claims made by consumer electronics companies, and 65% think some of them overstate their green credentials to sell more products. So it is important to provide a clear explanation about which specific attributes make a product green.