In the fall of 2009, members of the Consortium for Energy Efficiency (CEE) sponsored the tenth national household survey of consumer awareness of ENERGY STAR. Each year, the survey objectives have largely been the same: to collect national data on consumer recognition, understanding, and purchasing influence of the ENERGY STAR label, as well as data on messaging and product purchases. CEE members may choose to supplement the national sample by adding additional data points in order to assess label awareness in their local service territories. In 2009, additional surveys were conducted in the State of Wisconsin. As in all previous years, CEE and sponsoring members made the survey data available to EPA ENERGY STAR for analysis.
This report discusses the results of the CEE 2009 ENERGY STAR Household Survey, building on prior years’ survey results and focusing on the extent to which consumers recognize the ENERGY STAR label, understand its intended messages, and utilize (or are influenced by) the label in their energy-related purchase decisions. Research questions of interest included:
Where do consumers see or hear about the ENERGY STAR label?
How does increased publicity affect recognition, understanding, and influence of the ENERGY STAR label? Which key messages about the ENERGY STAR label are consumers retaining?
Do consumers demonstrate loyalty to the ENERGY STAR label?
Key Findings at the National Level
Seventy-seven percent of households recognized the ENERGY STAR label when shown the label.
Eighty-one percent of households had a high or general understanding of the label’s purpose. Furthermore, the proportion of households that demonstrated a general understanding was small compared with the proportion that demonstrated a high understanding (11 percent versus 70 percent).
Sixty percent of households associated the ENERGY STAR label with “efficiency or energy savings.”
Of households that recognized the ENERGY STAR label (aided) and purchased a product in a relevant product category within the past 12 months, 62 percent purchased an ENERGY STAR-labeled product.
Among all households, 33 percent knowingly purchased an ENERGY STAR-labeled
product in the past 12 months.