The Taylor Research & Consulting Group has released the findings from its initial baseline survey on consumer perceptions of corporations’ efforts to “go green.”
The research, which consisted of 617 online interviews, measured the environmental image of 71 business-to-consumer-based companies in the U.S.
“Over the last year or two, we’ve seen a rapid rise in consumer expectations for green products and green business practices,” said Executive Vice President Peter Fondulas, who directed the research. “Companies are beginning to respond to those expectations, but as our research shows, most have not yet established a clear, differentiating green brand image in the minds of consumers.”
This research focused on companies in the following industries:
- Airlines
- Automotive
- Beverages
- Computer/Software/Web
- Consumer Electronics/Appliances
- Delivery Services
- Financial
- Media & Entertainment
- Oil
- Pharmaceuticals
- Retailers
- Telecom
- TV Service Providers
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The companies tested that are presently considered most “green” are:
- National Geographic
- Discovery Channel
- PBS
- Whole Foods
- The History Channel
- Google
- Johnson & Johnson
- Staples
- Walt Disney
- Microsoft
- Apple
- Yahoo!
- Honda
- Toyota
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A full report on the research findings is available at www.thetaylorgroup.com.
