Library: awareness, 2014

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 2013 report shows key indicators of the value accrued to the ENERGY STAR brand, such as label recognition, understanding, and influence on purchasing decisions, are staying steady or continuing to improve. For example,

• 87% of households recognized the ENERGY STAR label when shown the label, which is the same as the 2012 finding.
• 65% of households associated the ENERGY STAR label with "efficiency or energy savings," up from 64% in 2012.
• 43% of households knowingly purchased an ENERGY STAR-labeled product in the past 12 months.
• 71% of households that recognized the label and purchased a product are likely to recommend ENERGY STAR products to others, with 27% reporting that they are "extremely likely" to recommend ENERGY STAR labeled products.