Green perceptions factor into IT purchasing

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Austin, Texas—More than 70% of IT buyers said they “probably” or “definitely” would increase their preference for a brand’s green products if they were convinced of the positive impact on the environment and business, according to a new study.

The “GreenFactor” study was conducted by Strategic Oxygen, GCI Group and Cohn & Wolfe, based on an online survey of more than 3,500 global IT decision-makers conducted in the first quarter.

The study found that nearly 60% of IT buyers expect to pay a premium for green products.

When asked, “What are the biggest barriers to adopting a green approach when purchasing technology-related hardware for your organization?” the top barriers cited were price (38%); disagreement internally or politically (25%); efficiency not offsetting costs (22%); and brands not convincing buyers of ROI (18%).

The top companies perceived as having green technologies are Apple, HP, Microsoft Corp., IBM Corp., Intel, Sony and Dell.

More information about the study is available at

—Kate Maddox

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