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UNDERSTANDING

In 2009, 81 percent of households had at least a general understanding of the ENERGY STAR label. Furthermore, the proportion of households that exhibited only a general understanding (11 percent) was small compared with the proportion that exhibited a high understanding (70 percent). The level of understanding was investigated by asking respondents what messages came to mind when they saw the ENERGY STAR label. Based on the reported messages, a respondent’s understanding was classified as high, general, or no understanding.

The 2009, 2008, and 2007 survey results on the level of understanding of the ENERGY STAR label are provided in the following table. There are no statistical differences between 2009 and 2008. However, the proportion of households with high understanding of the ENERGY STAR label is significantly larger in 2009 compared with 2007 (p-value = 0.045). In addition, the proportion with no understanding is significantly smaller in 2009 compared with 2007 (p-value= 0.039).

Understanding of the ENERGY STAR Label [Base = All respondents]

(n=1,091)

(n=1,881)

(n=1,051)

70%

68%

65%

11%

10%

11%

19%

22%

24%

Total 100% 100%

100%

Level of Understanding of the Label

High understanding ** General understanding No understanding **

2009

2008

2007

Note: The level of understanding of the ENERGY STAR label is determined using the open-ended responses to two questions (1) ES2: “What does the ENERGY STAR label mean to you?”, and (2) ES4A1: “Please look at the ENERGY STAR labels on the left. Type the messages that come to mind when you see the ENERGY STAR label.”

In all years except 2006, all respondents were asked either ES2 or ES4A1, depending on their answers to ES1. Respondents that answered "Yes" to ES1 were then asked ES2, while all other respondents were asked ES4A1.

**

2009 and 2007 proportions are statistically different from each other at the 5-percent level of significance (p-value0.05).

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