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 been largely 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 in order to assess label awareness in their local service territories. To this end, in 2009 additional surveys were conducted in the State of Wisconsin. As in the nine previous years, CEE and sponsoring members made the survey data publicly available for this 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 the following:
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?
The remainder of this report summarizes the survey and analysis methodology; provides key findings regarding ENERGY STAR label recognition, understanding, influence, and information sources; and contains appendices presenting detailed survey methodology (Appendix A), demographic information (Appendix B), additional questions from the 2009 survey (Appendix C), and a copy of the 2009 questionnaire (Appendix D). In all cases, the results presented in this report were weighted to obtain results applicable at the national level (please refer to Appendix A for details on the weighting methodology).