Motivation to buy is a key component of any buying decision and is determined by several factors, including the level of regulatory enforcement and whether the environmental technology is discretionary or non-discretionary. Non-discretionary environmental technologies include equipment essential to operations. During difficult economic times, demand for non-discretionary products is likely to remain relatively strong compared to demand for discretionary goods, although many companies will try to find cheaper substitutes. If those substitutes are available domestically at lower prices, demand for imported goods may fall. Ability to buy is essentially a financial issue.
Sales are unlikely if the buyer lacks lacks the funds or credit to pay for the purchase.
The fundamental measures of a potential customer's ability to buy are found in economic performance data. Industry sectors with poor or negative revenue growth are less likely to rally the finances necessary for investment in environmental technologies than more robust sectors. To some extent, trends in environmental quality can serve as a predictor of investment in environmental protection. Generally, public concern and public policy begin to direct resources to environmental solutions when societies become aware of environmental degradation. Of course, many social, political and economic factors influence this process.