Function of the ENERGY STAR® Label in Market Transformation Programs

Thomas Mauldin and Mitchell Rosenberg, XENERGY

Keywords

Abstract

Many utilities and efficiency organizations across the United States have adopted the ENERGY STAR® label to identify qualifying products for their market transformation programs. Given the substantial investment made by these organizations in adopting the ENERGY STAR® label, the effectiveness of the label is a key factor impacting the success of these market transformation programs. With evidence gathered from several research studies, this paper analyzes the effectiveness of the ENERGY STAR® label in the context of associated programs. These studies include lighting and appliance research conducted in Long Island and California as well as a national study regarding the ENERGY STAR® label. A variety of factors influence the role of the ENERGY STAR® label. These include: customer recognition and understanding of the label; customer perceptions of energy efficiency and other product features; and the condition of the retail environment. These factors operate differently for different products and segments of the market. The findings from these studies may have implications for the design and operation of market transformation programs across the United States that incorporate the ENERGY STAR® label.