The majority of business technology purchasers believe that being perceived as environmentally-friendly enhances their brand image, a new study has shown.

A survey from Hansa GCR found that 64 per cent of respondents agree that being seen as “green” has a positive effect on their brand image, while the same proportion say eco-friendly issues are a key part of their purchasing process, reports Marketing Vox.

The Green TECHpulse 08 survey also found that 54 per cent of firms are already buying more environmentally-friendly IT products or services, while 49 per cent have made reducing their workforce’s carbon footprint a “formal priority”.

Most of the companies (88 per cent) that have bought more environmentally-friendly equipment in the past 18 months said that they have experienced a reduction in costs due to less energy usage.

Almost half (47 per cent) of well-to-do consumers said they believe that greener products are likely to cost more than they are willing to pay but conceded that environmentally-friendly products provide long-term value.

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