ENERGY STAR® Survey 2001: Implications for the ENERGY STAR Program and Program Partners

Monica J. Nevius, Consortium for Energy Efficiency
Miriam L. Goldberg, Xenergy, Inc.
Maureen McNamara, U.S. Environmental Protection Agency

Keywords

Abstract

In Fall 2001, the Consortium for Energy Efficiency (CEE) fielded the second national survey to gauge household recognition of the ENERGY STAR label. Modifications to the 2001 survey included improved mail survey design, minor changes to the survey instrument, and the addition of a separate webTV-based survey to allow formal comparison between survey modes.

This paper provides data on key parameters between survey years 2000 and 2001 and between modes, as well as 2001 findings regarding sources cited for consumer exposure to the label and sources consulted in making purchasing decisions for energy-using products. The findings show that the efforts of regional energy efficiency program sponsor (REPS) partners are having an impact on ENERGY STAR label recognition, understanding, and influence. Respondents living in areas with high levels of REPS partners’ promotions are noticing ENERGY STAR television advertising, direct mail, utility inserts, and in-store pointof- purchase displays. However, there continues to be a disconnect between where respondents report hearing about or seeing the label and where they say they seek information when researching products. The new data show no change in recognition or understanding of the ENERGY STAR label since the 2000 survey; possible reasons for and implications of this finding are addressed.