Initiative EnergieEffizienz: An information campaign on energy efficiency for private households

Panel: Panel 4. Market transformation

Authors:
Annegret-Cl. Agricola, Deutsche Energie-Agentur GmbH
Wiebke Ahrens, Deutsche Energie-Agentur GmbH

Abstract

Unnecessary energy consumption can be avoided easily by making intelligent decisions when buying and using household equipment and hence cut the electricity bill and reduce carbon dioxide emissions. This is the key message imparted by the information campaign on energy efficiency for private households. The campaign addresses three main topics: the reduction or avoidance of stand by energy consumption of consumer electronics and IT-equipment, energy efficient high quality lighting and energy efficiency in the white goods sector.

Consumers are addressed via a broad range of communication measures highlighting the efficiency issue. These instruments include advertisement in nationwide print media, regular press releases, public relations activities etc. Special information material are made for young people as well as for the Turkish minority in Germany.

The main strategy of the campaign is to co-operate with retailers: consumers are to gain information on energy efficiency at the point of sale where domestic appliances and lighting equipment are sold. The campaign offers information for the point of sale including brochures for customers as well as for sales assistants. By December 2004 approximately 7 200 points of sale all over in Germany were equipped with the campaign's information.

The German national energy agency (dena) runs the information campaign in co-operation with the German associations of power suppliers, the German foundation for environmental protection and the Federal Ministry of Economy and Labour. The campaign started in 2002. Its aims are to araise consumers' awareness, to inform consumers on energy efficient appliances and give motivation when buying and using them. Through these aims the campaign should contribute to reduce carbon dioxide emissions in the private sector

In order to measure the campaign's impact a quantitative analysis is carried out. First results show a change in public's awareness and attitude towards energy efficiency.