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Influence of the ENERGY STAR Label by Publicity Category

The purchase decisions of 39 percent of households in high-publicity areas were influenced "very much" by the ENERGY STAR label, compared to 58 percent in low- publicity areas; this difference is significant at the 10-percent level. This is the first time the influence of the ENERGY STAR label was greater in low publicity areas than high. When these proportions are added to the proportions of households for which the ENERGY STAR label was “somewhat” influential in their purchasing decisions, the high- to low-publicity area comparison is 81 to 85 percent, respectively. These are not statistically different from each other at the 10-percent level of significance. There is also no statistical difference across year at the 10- percent level of significance. In 2008, the combined “very much” and “somewhat” results were 76 and 74 percent for high- and low-publicity categories, respectively.

Very much

Very much or somewhat

39% 58% -19% 0.095

81% 85% -4% 0.529

Influence of the ENERGY STAR Label on Purchase Decisions by Publicity Category [Base = Recognize label (aided) and ENERGY STAR purchasers, n = 277]

Publicity Category

High Low Difference (High minus Low)

p-value

20

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