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In 2009, the differences in the three proportions used to calculate the proportion of all households that knowingly purchased an ENERGY STAR product are not statistically significant between high- and low-publicity areas. However the proportion of households in high-publicity areas that knowingly purchased an ENERGY STAR product decreased from 74 percent in 2008 to 56 percent in 2009. This 18 percentage point decline is significant at the 1-percent level. Other differences are suggestive, but not statistically significant at the 10-percent level.

# Influence of the ENERGY STAR Label

In 2009, for 80 percent of households that knowingly purchased an ENERGY STAR- labeled product, the label influenced at least one of their purchase decisions “very much” or “somewhat.” This is not statistically different from the 2008 result of 76 percent (p-value = 0.356). The percent of households influenced “somewhat” increased 10 percentage points in 2009. This is the only change from the 2008 results that is significant at the 10-percent level of confidence (p-value = 0.055).

For 7 percent of households, the label influenced their purchase decisions “slightly.” Thirteen percent of households reported the presence of the ENERGY STAR label had no influence on their purchase. These findings are not significantly different from those of 2008.

Influence of the ENERGY STAR Label on Purchase Decisions7 [Base = Recognize label (aided) and ENERGY STAR purchasers]

Maximum

Maximum

47%

53%

33%

23%

7%

9%

13%

15%

100%

100%

2009

2008

(n=277)

(n=506)

# Decisions

Very much Somewhat * Slightly Not at all

Total

Note: Q8: “For each ENERGY STAR-labeled product you purchased, how much did the ENERGY STAR label influence your purchase decision?”

• *

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

(p-value0.10).

7 Respondents that recognize the label (aided) and purchased an ENERGY STAR-labeled product are asked Q8 (“For each ENERGY STAR-labeled product you purchased, how much did the ENERGY STAR label influence your purchase decision?”) for each ENERGY STAR-labeled product they purchased. The results presented in this table use the highest influence rating provided by respondents that purchased more than one ENERGY STAR-labeled product.

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