New challenges of Japanese energy efficiency program by Top Runner approach

Chiharu Murakoshi and Hidetoshi Nakagami, Jyukankyo Research Institute
Masanori Tsuruda and Nobuhisa Edamura, Ministry of Economy, Trade and Industry

Keywords

top runner approach, labelling program, energy efficiency policy, energy efficiency program, energy efficiency standard, e-Shop, consumer's consciousness

Abstract

The Top Runner standards are the key energy efficiency program in Japan. Last year, TVs and VCRs reached the target year for improvement in efficiency, and have improved their efficiencies far more than the original energy savings targets. In order to accelerate energy savings by the Top Runner approach, the Government of Japan is now planning to add new items, and moreover to strengthen the standards for TVs and VCRs.

On the other hand, high prices of efficient appliances are considered by many to be the main factor preventing wider diffusion. In order to increase diffusion of efficient appliances by promoting sales, in 2003 the e-Shop Commendation System for retail stores was started, for "stores that are excellent in promoting diffusion of energy-efficient appliances." Until then it was quite rare to see products with their e-Mark energy-efficiency labels attached. Moreover, no incentive was given to retail stores to recommend efficient appliances to customers.

Under the e-Shop Commendation System, we evaluated comprehensive measures for retail stores, such as the sales ratio of products achieving the standards, percentage of products with e-Mark labels attached, employee education programs, and creation of original posters. As a result of starting the e-Shop Commendation System, e-Mark labels have come to be posted on almost all appliances, original posters have been produced, and sales staffs are receiving instruction in selling points and how to talk with customers. We describe new challenges of the Top Runner program and the contents, evaluation method, and the considerable effect of the e-Shop Commendation System for retail stores.