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3 CONSUMER PERCEPTIONS

Survey respondents that recognized the ENERGY STAR label (aided) were asked to indicate how strongly they agree or disagree with a number of attitudinal statements about ENERGY STAR-labeled products.14 The statements were shown to respondents in random order.

For purposes of discussion, the statements are grouped into three categories:

  • Environmental and social responsibility messaging

  • Purchasing preference

  • Product attributes and performance

The 2009 survey results indicate that households generally agree with positive statements about the ENERGY STAR label and disagree with negative statements about the label.15 Similar to the 2008 results, few statements elicit strong agreement or strong disagreement among substantial proportions of households; in contrast, a number of statements generated neutral responses from a sizeable proportion of households. A more detailed discussion of the findings regarding the attitudinal statements is provided on the following pages.

14 15 These statements are numbered Q16a through Q16p in the survey. In this discussion, the term “agree” is used to correspond to survey responses of “strongly agree” or “somewhat agree.” Similarly, the term “disagree” corresponds to survey responses of “strongly disagree” or “somewhat disagree.”

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