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Will Consumers Shell Out $150 for A Green Laptop Battery?

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hpbostonpowersmallUpdated: Would you pay $150 for an energy-efficient battery for your laptop? In this economy? Hewlett Packard (s HPQ) and Boston Power, a three-year-old startup that makes rechargeable lithium-ion batteries for laptops, are hoping you will, and this morning the companies have officially started selling the Enviro Series notebook battery for HP.

At $150 it’s at the very high end of the laptop battery accessories that HP lists on its site. But for that price customers get a battery that lasts three years, runs for about four hours on a charge that fades less over time than comparable lithium-ion batteries. The companies initially promised a $20-30 markup over a standard lithium-ion laptop battery, and $150 falls within that range.

Consumer electronics companies are increasingly offering gadgets and goods marketed as “greener,” touting their energy efficiency and using more sustainable materials. Apple (s AAPL) is selling its latest MacBook line as the “world’s greenest family of notebooks.” Dell (s DELL) is selling a small PC with a bamboo casing that consumes less energy. Cell phone companies like Nokia (s NOK) are offering phones like the 3110 Evolve that use more-easily recyclable materials and a more energy-efficient charger.

But when it comes to paying a premium, consumers have mixed feelings. According to Forrester Research, while almost two thirds of consumers say their purchase decisions are influenced by socially responsible practices, only 18 percent of consumers say they would pay more for products from a company recognized as socially responsible.

This is Boston Power’s first major deal, and HP’s massive marketshare is a game-changing win for such a young company. Boston Power is backed by a total of $70125 million from Oak Investment Partners, Venrock, GGV Capital and Gabriel Venture Partners (the company raised a $55 million round in January).

7 Responses to “Will Consumers Shell Out $150 for A Green Laptop Battery?”

  1. The problem is not the battery but where the energy that powers it comes from. It’s like making a car engine from 100% enviro friendly material that still uses petrol to power it and calling it green.

  2. I guess that if it really lasts twice as long it’d be worth the investment but seriously, in this economy? Who would buy that now? I think I’ll just wait until it goes on sale, or I’ve got some spending money!

  3. Jonathan

    I agree with Brennan. Not even looking at it from a environmental viewpoint, this makes good financial sense in the long run. If this battery really will last twice as long as normal batteries, it’s a better use of my money.

  4. I would purchase the battery as now many of these batteries companies are selling last about an hour and a half but only last 6 months to a year where the charge will actually stay. It isn’t A LOT more expensive so I think people will buy it, I just hope they don’t try to mark it up too much to try to take advantage of green consumers.