3.1 Environmental and Social Responsibility Messaging
The development of the environmental and social responsibility messaging of the ENERGY STAR label has been a strong focus of the national ENERGY STAR education campaign. In the 2009 survey, two statements addressed the label’s messaging in these areas: “Buying ENERGY STAR-labeled products makes me feel like I’m helping to protect the environment for future generations” and “Buying ENERGY STAR-labeled products makes me feel like I’m contributing to society.”
Of the ten statements that explore consumer attitudes toward the ENERGY STAR label and products, these two ranked second and third in terms of the proportion of households who agree with the statements. These two statements had the same ranking in the three previous years. Of households that recognize the ENERGY STAR label, 62 percent either strongly or somewhat agree with the statement that by buying ENERGY STAR-labeled products they feel they are helping protect the environment. Fifty-three percent of ENERGY STAR aware households strongly or somewhat agree that by purchasing ENERGY STAR-labeled products they feel they are contributing to society.
3.2 Purchasing Preferences
Increasing consumers’ preferences for purchasing ENERGY STAR-labeled products is also an intended outcome of the national education campaign. In the 2009 survey, two separate statements were included to investigate households’ views of their purchasing preferences with respect to ENERGY STAR-labeled products. In 2009, twenty-one percent of households either strongly or somewhat agree with the statement, “If I cannot find the kind of product I am looking for with an ENERGY STAR label, I will shop elsewhere rather than buy a product that does not qualify for the label.” This is a significant decrease compared to twenty-seven percent in 2008 (p=0.044). More households (31 percent) either strongly or somewhat disagree. However, the largest proportion of households—47 percent—are neutral in their level of agreement or disagreement with this statement of their purchasing behavior.
Similar to 2008, twenty-seven percent of households agree with the second statement addressing households’ views of their purchasing preferences: “I consider myself loyal to ENERGY STAR products.” Disagreement with this statement was 23 percent, also similar to 2008.