Shoppers Happy to Pay Extra for "Green" Gadgets

Pay more is believable, but some consumers say they'd twice the price

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Why manufacturers are greening all their gadgets: Most shoppers would pay a premium for consumer electronics that do less harm to the environment, according to a survey from the research firm Compete. “2009 will be the year that 'green’ becomes profitable, not just trendy," says Compete's Elaine Warner.

That's all believable and an opportunity for selling. But the survey's specific results seem less believable, saying more than a third of consumers would pay up to a quarter more for a product. Some 5 percent would pay 75 percent more, and another 5 percent would pay twice the price for something green.

Consumer intentions, noted Twice magazine in writing about the survey, don't necessarily translate to action "on the sales floor or checkout page."