Library: awareness, 2013

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National Awareness of ENERGY STAR for 2012: Analysis of CEE Household Survey

Date Published: April 2, 2013     Document Type: Report
Sectors: Research, Evaluation, & Behavior, Residential

The national survey’s results provide critical evidence to federal decision makers about the effectiveness of expenditures on the ENERGY STAR program, which provides all CEE members with a cost-effective marketing platform for their efficiency programs. The survey is also instrumental to CEE members in assessing the effects of their own promotion of the label and incentives for labeled products. The 2012 report shows key indicators of the value accrued to the ENERGY STAR brand, such as label recognition, understanding, and influence on purchasing decisions, continuing to improve. For example,

  • 87% of households recognized the ENERGY STAR label when shown the label, up from 83% in 2010.
  • 64% of households associated the ENERGY STAR label with "efficiency or energy savings." (No change from 2010)
  • 41% of households knowingly purchased an ENERGY STAR-labeled product in the past 12 months
  • 75% of households that recognized the label and purchased a product are likely to recommend ENERGY STAR products to others, with 30% reporting that they are "extremely likely" to recommend ENERGY STAR labeled products.