SOURCE: The Diffusion Group

October 09, 2008 17:53 ET

Are Consumer Green Leanings Toward Apple Eco-Logical?

Apple Perceived as the Most Environmentally Friendly Consumer Tech Company Despite Less Than Favorable Environmental Record, Free Market dBrief™ Available

DALLAS, TX--(Marketwire - October 9, 2008) - 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 "Guide to Green Electronics," an environmental evaluation of consumer technology companies, Apple scores a 4.1 on a 10-point scale, behind Sony, Toshiba, Dell, Acer, HP, and Panasonic.

So why does consumer perception of Apple's 'greenness' vary 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 three-report series can be purchased for $1,995. TDG has also published a free Market dBrief™, "The Lean of the Green Scene," which features key findings from the three reports. For more information about TDG's 3-part report series on 'green' consumer behavior, or to order a copy of the reports or the dBrief, please visit TDG's website ( or contact the firm at 469.287.8050.

About The Diffusion Group (TDG):

TDG is a market planning and research firm dedicated to keeping our clients In Front of the Curve™. Since 2004, TDG has helped more than 250 technology leaders, media companies, and service providers to understand and manage the quantum shifts now impacting how consumers access, navigate, distribute and consume media -- whenever and wherever they may be.

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