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Understanding of Label Messaging by Publicity Category

For most messages, the proportion of households that associated the message with the ENERGY STAR label was similar for high- and low-publicity areas. The exception is the “environmental benefit” response, a significantly larger proportion of households in high- than in low-publicity areas associated this message with the label.

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

Energy efficiency/savings

59% 62%

*Environmental benefit

13%

19%

Savings (not linked to operation)

Energy conservation

Energy/environmental product standards

Save money on operation

8% 6% 4%

8% 4% 1% 2% 3%

High Understanding

Mentions specific products

Energy no link to efficiency

7% 6%

Electricity

3% 2%

Environmental no link to benefit

2% 1%

Confuses with EnergyGuide

1% 1%

16% 18%

General Understanding

Government backing

1% 1%

Quality

1% <1%

Save money on purchase

<1% <1%

Product standards no environmental link

<1% <1%

High Publicity Low Publicity

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

  • *

    High- and low-publicity area proportions are statistically different from each other at the 10-percent level of

significance (p-value0.10).

15

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