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INFLUENCE

The survey provided some insight into consumers’ decisions to purchase ENERGY STAR-labeled products, including the following:

  • The proportion of households nationwide that recognized the ENERGY STAR

label and knowingly purchased an ENERGY STAR-labeled product

  • The influence of the ENERGY STAR label on purchase decisions

  • The role of rebates or financing in decisions to buy ENERGY STAR-labeled

products

  • The loyalty of purchasers to ENERGY STAR-labeled products

Purchases of ENERGY STAR-labeled Products

In order to estimate the percent of all households that knowingly purchased an ENERGY STAR product, the following three proportions were multiplied:

  • The proportion of all households that recognized the ENERGY STAR label (aided)

  • Of the households that recognized the label (aided), the proportion that purchased a product in a product category that has an ENERGY STAR specification

  • Of the households that recognized the label (aided) and purchased a product in a relevant category, the proportion that knowingly purchased an ENERGY STAR product

The result is that 33 percent of all households knowingly purchased an ENERGY STAR product in the past twelve months. This result is statistically different (lower), at the 10-percent level, from the 2008 result.

Purchased ENERGY STAR (Base = All respondents)

Purchased

2009

2008

ENERGY STAR product

(n=1,034)

(n=1,805)

33%

40%

2.6%

2.3%

Estimate (yes) * Standard Error

  • *

    2009 and 2008 proportions are statistically different from each other at the 10-percent level of significance

(p-value0.10).

17

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