Apple Perceived as the Most Environmentally Friendly Consumer Tech
Company Despite Less Than Favorable Environmental Record
October 9, 2008 (Dallas, TX) – According to new research from TDG, when asked
which consumer technology brand they considered to be the most
environmentally friendly, Apple topped the list. Almost one-third of adult
Internet users selected Apple, compared with Dell at 21% and HP at 15%.
“Keep in mind that consumers were asked to select the one brand they considered
most environmentally friendly,” notes Michael Greeson, president of TDG and author of the new report. “In other words, this does not mean that only one-third of consumers believe Apple is an environmentally friendly brand, but that one-third of consumers believe Apple to be the
most environmentally friendly brand.”
Consumer perception, however, often belies reality. According to Greenpeace’s September 2008 environmental evaluation of consumer technology companies, Apple scores a 4.1 on a 10-point scale, behind Sony, Toshiba, Dell, Acer, HP, and Panasonic.1
So why does consumer perception of Apple’s ‘greenness’ varies so
significantly from performance-based rankings?
“Chalk it up to effective marketing and
the brand’s aura of simplicity in both design and usage,” notes Greeson. “In
today’s market, aesthetics in branding and design matter when it comes to
portraying a pro-environment message. Independent of whether Apple’s products
and services are actually environmentally friendly, consumers perceive them as
such. While other CE vendors may have to invest a fortune to improve their green
image, Apple doesn’t seem to have this problem.”
It’s Not Easy Being Green, Part 3: Consumer Perceptions of
Leading Technology Brands is the third in a three-report series on ‘green’ behavior and dispositions among adult Internet users. The report is available for $995, while the three-report series can be purchased for $1,995. TDG has also published a free dBrief,
The Lean on the Green Scene, which features key findings from the three reports. To obtain a free copy of this new
Market dBrief,™ visit TDG’s research library.
For more information about TDG’s 3-part report series on ‘green’ consumer
behavior, or to
order a copy of the reports, please visit TDG’s website or by contacting the firm at 469.287.8050.
1 Guide to Green Electronics. Published quarterly by Greenpeace.
(Version 9, September 2008). Greenpeace conducts a thorough quarterly analysis
of how various companies perform across a wide variety of environmental and
energy-related aspects. The Guide ranks 18 different consumer technology
companies as to their performance.
About The Diffusion Group (TDG):
TDG is a leading analytics and advisory firm specializing in the broadband media
and digital home markets. Using a unique blend of executive-level expertise and
unrivaled market research, TDG helps clients master the challenges and
opportunities associated with emerging consumer technologies. TDG produces more
than “research” – we generate Intelligence in Action.®
Media Contact:
Sarah Crisman
469.287.8052
sc@asktdg.com