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Loyalty to ENERGY STAR

Loyalty to ENERGY STAR is investigated by asking respondents who knowingly purchased an ENERGY STAR-labeled product how likely they would be to recommend ENERGY STAR products to a friend. Respondents were asked to report this likelihood on a scale of 0 to 10, where 0 means “extremely unlikely” and 10 means “extremely likely”. As can be seen in the table below, 28 percent of households who knowingly purchased an ENERGY STAR-labeled product reported they would be “extremely likely” to recommend ENERGY STAR products to a friend.

10 - Extremely likely

28%

35%

9 8 7 6 5 4 3 2 1

22% 15% 13% 14% 2% 3% 1% 1% 2%

17% 15% 12% 6% 7% 3% 1% 1% 1%

0 - Extremely unlikely Total

0% 100%

2% 100%

The likelihood of recommending ENERGY STAR products to a friend is greater than “6” for 79 percent of these households. This is consistent with the previous year’s result of 78 percent.

Loyalty to ENERGY STAR [Base = Recognize label (aided) and purchasers]

Likelihood Recommend

% Households

ENERGY STAR

2009

2008

Products

(n=202)

(n=530)

Notes: Q11: “How likely are you to recommend ENERGY STAR-labeled products to a friend?”] is measured on an 11-point scale, where 0 =“Extremely unlikely” and 10 =“Extremely likely.”

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