The results of a recent consumer survey conducted in North America by ABI Research suggest that nearly half of those mobile consumers surveyed are somewhat likely or very likely to be influenced by suppliers’ green credentials when purchasing services or devices.

Respondents were asked whether they’d be more likely to purchase mobile services or mobile handsets from an operator that makes use of "green" initiatives, which were described as: "…gives money to organization seeking to help the environment, actively employs programs that reduce its carbon footprint, buys network equipment from ‘green’ equipment vendors."

Paying more than just lip service, 41% (for services) and 45% (for devices) of the 1,000+ respondents indicated that they’d be significantly or somewhat more likely to do so. Younger consumers showed a greater willingness to pursue "eco-groovy" mobile activities than older ones.

"Wireless operators take notice," says senior analyst Jeff Orr. "Green issues were not even a talking point a couple years back. Now, subscribers of all age groups are expressing awareness of and interest in eco-friendly device and service incentives."

The service providers first to connect with environmentally conscious businesses and consumer subscribers will have an edge in this growing trend. Additional education remains necessary to communicate issues surrounding battery disposal and the accumulation of e-waste.

"If consumers are simply unaware of the environmental issues surrounding mobile devices and services," Orr adds, "then the industry should increase its efforts to get the message across. Some other verticals – the inkjet print industry, for example – are more proactive in motivating consumers to help. And other ABI Research studies have found little motivation among handset vendors, except the two or three largest, to offer ‘green’ mobile device product lines."