40 percent of consumers believe that top-load washers use more energy than front-loading machines - a common misconception in today's marketplace.

Green is the new black - at least when it comes to the laundry room. Yet according to a new Harris poll commissioned by Whirlpool, almost 40 percent of consumers believe that top-load washers use more energy than front-loading machines - a common misconception in today's marketplace.

Cash and credit constrained Rent-to-Own consumers are particularly drawn to energy efficient appliances. 

Traditionally, consumers seeking high efficiency laundry turn to front-loading machines, yet according to previous Whirlpool research nearly three quarters of American households still own top-load washing machines. In fact, 44 percent of consumers in the most recent survey said they did not know if top-load washers use more energy than front-loaders and 38 percent believe that they do, indicating a need for clarity when it comes to communicating the benefits of HE machines to appliance shoppers.

"Historically, front-load laundry pairs have led the industry in capacity and efficiency," said Mary Zeitler, home economist, Whirlpool Institute of Fabric Science. "As more families look to save on energy, water and utility costs, it is important to understand that HE washers, whether in a top-load or front-load configuration, can deliver unmatched efficiency, saving time and money in the laundry room."

And while overall consumer demand for eco-friendly products is generally high, understanding HE in terms of laundry and the configurations in which it is available varies. For example, consumers aged 18-44 said an HE washer would be a "must have" in their dream laundry room, while consumers aged 45+ said their "must have" would be a washer and dryer that are more ergonomically friendly.

Additionally, consumers who are married or were married appear to understand eco-efficient products, more so than their single/never married counterparts. Sixty one percent of married and 64 percent of previously married consumers said they understand what HE means in terms of laundry appliances - while only 51 percent of single/never married consumers said the same.