When it comes to "green" consumer electronic brands, consumer perception does not match reality. A GreenFactor study conducted by Strategic Oxygen and the PR agency Cohn & Wolfe found that Americans ranked Dell as the top "green" consumer electronics brand, followed by Apple, Hewlett-Packard and Microsoft. Hitachi, NEC and Nintendo were perceived as the least "green".
This graph shows peoples perception of how "green" a company is relative to their real "green" scores according to a Greenpeace rating sytsem. Greenpeace ranks electronics companies based on two criteria: 1) there ability to eliminate the use of hazardous substances during production and 2) whether or not they offer takeback and recycling programs for their products once they become obsolete.
Sony, Samsung and Nokia had the highest ratings. Surprising, considering these companies were ranked 14th, 13th and 7th, respectively, by consumers'. Greenpeace ranked Dell 12th, Apple 14th, HP 13th and Microsoft 17th, considerably lower than the perception consumers' had of them - especially in the case of Microsoft.
The results highlight two points: 1) there's a huge lack of awareness among consumers' and 2) some companies PR and marketing campaigns are better than others!
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