How consumers consider green energy

Lack of understanding of terminology and technology

Consumers are aware that they could do more in terms of energy conservation and efficiency. However, they almost always lack the necessary knowledge on the subject to know which actions are appropriate to take. This includes even the most basic terminology; often it is not properly understood. Moreover, consumers generally perceive green technology as expensive, ugly, and hard to use. These are the main conclusions of the first two EcoPinion surveys conducted by Ecoalign.

Ecoalign is a U.S. strategic marketing agency with a mission to align consumer behaviour with energy and environmental needs. In recent months, they have executed a series of surveys throughout the U.S. mapping the consumer’s view of green energy.

Ignorance as a barrier to act

The first survey tackled communication and language issues. The results demonstrated that U.S. consumers are confused about the terminology used by the green energy sector. Expressions such as 'energy conservation', 'energy efficiency', and 'demand response' are not properly understood. This ignorance directly affects consumer purchasing behaviour. The result can be a kind of consumer paralysis in this domain due to lack of understanding and education.

The second EcoPinion survey focussed on the customer’s perceptions of green technology. According to the results, consumers think that it is not easy being green. They perceive green technology as expensive, ugly, and difficult to use. This perception represents a genuine barrier to the purchase of green products.

Both surveys found a remarkable difference between young people and older people. Young people tended to understand the language and terminology of green energy much better, yet it was the 55+ category which was the most willing to act and adopt green technologies.

Improving the marketing communications of green products

After reading the results of those surveys, the challenge for companies selling green technology is clear. First of all, they should talk about their products in the consumer’s own words and try to avoid buzz words and jargon. Moreover, they could do a good job of improving the look and feel of their products and showing their customers that sustainability can be both beautiful and in their own personal best interest.

Further reading:

The Survey Reports on the Ecoalign website.