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Understanding of Label Messaging

Open-ended responses to the questions on the level of understanding of the ENERGY STAR label are an indicator of how effectively EPA communicates its messages through the label. These responses are used in the analysis of understanding in the previous section. By far, the most common message associated with the label was “energy efficiency or energy savings,” which is considered high understanding of the label. Sixty percent of households surveyed associated the ENERGY STAR label with this message. The second most common response was “environmental benefit” offered by 17 percent of households, which is also considered high understanding of the label.

Between 2008 and 2009 there was an increase of respondents saying “environmental benefit” and “savings (not linked to operation),” and a decrease in “confuses with EnergyGuide,” “environmental no link to benefit,” “electricity,” “save money on operation,” and “energy/environmental product standards.”

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

Energy efficiency/savings **Environmental benefit ***Savings (not linked to operation) Energy conservation **Energy/environmental product standards ***Save money on operation Mentions specific products Energy no link to efficiency **Electricity ***Environmental no link to benefit Government backing ***Confuses with EnergyGuide Quality Save money on purchase Product standards no environmental link

6% 5% 4% 3%

8%

3% 2% 2% 1% 1% <1% <1%

17%

15%

60%

High Understanding

General Understanding

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

*** 2009 and 2008 proportions are statistically different from each other at the 1-percent level of significance (p-value0.01).

**

2009 and 2008 proportions are statistically different from each other at the 5-percent level of significance (p-value0.05).

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