¶ … Amazon could follow in order to be socially responsible in marketing its Kindle fire family of tablets. This demand for such social responsibility has been coming for sometime for the secretive Amazon to reveal long-awaited information about its environmental compliance in the case of the new Kindle tablet. Amazon has long been seemingly more secret than that CIA about facets of the company and the Kindle has been no exception to this rule. Requests for this information have been repeatedly denied requests for information about the Kindle. Examples of this included an attempt by Joe Hutsko of the New York Times who tried to learn more Kindle's carbon footprint and reported that "phone calls and e-mail messages to Amazon inquiring about the materials in the popular Kindle device have thus far gone unanswered (Godelnik, 2011)." Also, Emma Ritch of the Cleantech Group wrote that "Amazon declined to provide information about its manufacturing process or carbon footprint ibid." In his article on this, Raz Godelnik speculates that this does not reflect any ill will on the company's part, but just that they do not believe that their company's products, including Kindle, do not have harmful environmental...

This is evidenced by the fact that it publishes information about the environmental habits of its customers and brags about the Kindle's elimination of print books made of paper, saving trees in the process (ibid.). Godelnik speculates that this such pressure for this has to come from various stakeholders such as customers and shareholders, which would mesh with Amazon's historical commitment to give the customer and shareholders what they want (ibid.).
However, others have openly accused Amazon of dodging environmental questions and inquiries. Outside of Kindle, this controversy has been going on for the company since at least 2009 when it was noted that it was up there with McDonald's which also does not reveal its environmental impact ("Google, mcdonalds and," 2009). This has led other journalists to be less generous that Godelnik was above. While the company claims that it is being environmentally proactive, they why not spill the beans? Indeed, Amazon actually lobbied its shareholders at a meeting not give in to demands for pollution disclosure. Pressures on the shareholders have not worked and McMillan speculates…