Tech brands are doing their best to convey their greenness - but its not working for them all.

The highest score for Sony was a mere 21%, followed by Microsoft at 18%. A massive 40% simply couldn't name any brand.

Those seen as 'leading the way in the area of climate change in the future' included Microsoft at 18%, Sony at 14%, Apple at just under 12% And Philips at 10%- hardly huge votes of confidence.

In response to this issue, some of the biggest names in the technology sector are actively engaged in 'eco-proofing' their business operations, from the products themselves to the entire manufacturing process.

For example, many of them, including Sony, Microsoft, HP and Dell, already offer a global recycling and take-back service.

In addition, Sony has set itself stringent environmental targets with its Green Management 2010 strategy, while Nokia has formed strong links with the WWF to raise staff awareness of environmental issues.

And it's paying off on the bottom line: NEC's 'Refreshed PCs' division, which repurchases, refurbishes and resells its second-hand computers, has made profits from year one.

This is all very admirable, but what is certain is that these companies will only win over consumers if their commitment is real, substantial, and lasting.

Lucy Richardson, the chief executive of Added Value UK, said: "It looks like technology companies face an uphill battle in overturning their image among consumers as active contributors to the 'throw-away' society, interested only in selling more products by offering an endless array of new models with 'must-have' features.

“But it's increasingly plain that this is a really serious battle and one they must wage and win.”

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