Microsoft, HP, Dell Perceived As Greenest Tech BrandsGreen or environmentally sensitive Tech products and practices are emerging as a new element of Tech brand positioning and consumer consideration, according to a survey by Ipsos.
When consumers were asked to rate the importance of each of six green practices in influencing their Tech purchase preferences, over half (57%) rated the presence of the Energy Star label as influential. Following closely behind in purchase influence were manufacturer commitment to discarding older Tech products in an environmentally friendly manner (48%), and meeting EPA standards for these product disposals (45%). At least one-third of the respondents rated each of the other three factors as influential as well, including green energy inputs to production, manufacturing that incorporates recycled components, and contributions to environmental causes.
In the survey’s other main finding, respondents were presented with a list of leading tech brands and asked which (if any) they would associate with having green or environmentally friendly business practices. The first tier were all brands – Dell, HP, Microsoft, and Apple – that consumers encounter regularly, either in their personal lives, at work, or in the news. A second tier included venerable Tech brands reflecting very different fortunes in recent years – Kodak, Sony, Gateway, IBM, and Motorola, according to Ipsos.
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