Product Category: Connected Home
Price: $1995  [Includes the entire Green Series, 3 Reports]
Release Date: Q4 2008  
Authors: Michael Greeson, Sarah Crisman
Pages: 18
Figures: 3
Tables: 5

 
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Download the complimentary Market dBrief,™ The Lean on the Green Scene.

It’s Not Easy Being Green! Part 1:
Eco-Friendly Attitudes and Behavior among U.S. Internet Consumers

It’s Not Easy Being Green! Part 2:
Importance of Energy Efficiency & Environmental Friendliness in Next PC Purchase

Summary
In this final part of TDG’s three-report series on ‘green’ consumer dispositions and their relationship to technology, a single question was posed: which specific consumer technology brand do consumers consider to be most environmentally friendly?

Respondents selected from brands including Apple, Dell, HP, Intel, Microsoft, Sony, and Tohisba. Consumer responses are assessed and variances identified across a variety of variables including age, gender, household income, tech adopter status, and political affiliation.

As the report demonstrates, some brands are stronger than others when it comes to how consumers perceive their ‘greenness,’ and often despite their actual records.

Key Findings from the Report
• The younger the consumer, the more likely they are to believe in the ‘green’ Apple.
• The less technology-sophisticated the consumer, the more likely they are to view Microsoft as the ‘greenest’ brand.
• 24% of ‘Green Optimals’ believe that Dell is the most environmentally friendly brand, compared with only 20% of other consumers.

From the Report
“Certain brands are better disposed to green messaging, while others are not. Again, this varies according to specific consumer characteristics (age, political persuasion, etc.) so finely-targeting a company’s ‘green’ outreach is key to achieving even the slightest degree of success. This is not to suggest that Sony, for example, should not invest in green marketing efforts – of course it should, but without knowing precisely which consumer segments to target, such investments may be wasted. At this stage of the game, nonspecific ‘green’ messaging will have little impact on product purchase decisions.

“These insights belie the conduct of most consumer technology companies, each pouring millions into green positioning and messaging. Such is the real value of consumer research – when used properly, it can keep your company from stranding hard-to-find capital on knee-jerk tactics that, while well-intentioned, are unlikely to generate a return on investment.”

Table of Contents
    Key Findings
    1.0    Opening Comments
                1.1    Project Rationale
                1.2    Research Methodology
    2.0    Most Environmentally-Friendly Consumer Technology Brands
                2.1    Generally
                2.2    Impact of Key Demographic and Behavioral Attributes
                            2.2.1    Gender
                            2.2.2    Age
                            2.2.3    Annual Income
                            2.2.4    Tech-Adopter Status
                            2.2.5    Political Affiliation
    3.0    Green PC Optimals and Brand Preference


List of Figures
    Figure 1    Most Environmentally Friendly Consumer Technology Brands
    Figure 2    Percentage of Green PC Optimals versus Non-Optimals
    Figure 3   Green PC Optimals and Brand Preference
 

List of Tables
    Table 1      Most Environmentally-Friendly Consumer Technology Brands by Gender
    Table 2      Most Environmentally-Friendly Consumer Technology Brands by Age
    Table 3      Most Environmentally-Friendly Consumer Technology Brands by Income
    Table 4      Most Environmentally-Friendly Consumer Technology Brands by Tech Adopter Status
    Table 5      Most Environmentally Friendly Consumer Technology Brands by Political Affiliation