For 80 percent of the households that recognized the ENERGY STAR label (aided), and knowingly purchased an ENERGY STAR-labeled product, the label influenced at least one of their purchase decisions “very much” or “somewhat.” For another 7 percent of these households, the label influenced their purchase decisions “slightly.”
Twelve percent of households that knowingly purchased an ENERGY STAR-labeled product received a financial incentive for doing so in 2009, compared to twenty-one percent in 2008. Sixty-two percent of these households report they would have been “very likely” (37 percent) or “somewhat likely” (25 percent) to purchase the labeled product without the financial incentive.
Seventy-nine percent of households that recognized the label and purchased a product in a category where ENERGY STAR-labeled products are an option were likely to recommend ENERGY STAR-labeled products to a friend; 28 percent of these households reported that they were "extremely likely” to recommend ENERGY STAR-labeled products.
Key Findings from Publicity-Level Analyses
About the same proportion of households in high- and low-publicity areas recognized the ENERGY STAR label, both with and without being shown the label. With a visual aid, 80 percent of households in high-publicity areas recognized the label versus 77 percent in low-publicity areas; this difference is not statistically significant (p-value =
. (High-publicity areas are defined as having a locally sponsored energy efficiency program (sponsored by a utility, state agency, or other organization) that has actively and continuously promoted ENERGY STAR for two or more years.)
Fifty-nine percent of the households in high-publicity areas associated the ENERGY STAR label with “efficiency or energy savings,” compared with 62 percent of households in low-publicity areas. This difference is not statistically significant (p- value = 0.654).
Considering only households that recognized the label (with a visual aid), a larger proportion of households in high- than in low-publicity areas heard or saw something about ENERGY STAR via TV and radio commercials, labels on appliances or electronics, and contractors.