Survey Reports Strong ENERGY STAR Brand Awareness
In the fall of 2013, members of the Consortium for Energy Efficiency (CEE) conducted the 14h national survey for consumer awareness of ENERGY STAR. This survey aimed to discover consumer awareness, understanding and use of the ENERGY STAR label. As in prior years, consumers in the 57 largest media markets were asked if they recognized the ENERGY S TAR label, what they thought it meant and, for those that purchased an ENERGY STAR certified product or home, the influence the label had on their purchasing decision.
Eighty-seven percent of consumers recognized the ENERGY STAR label, and the majority of consumers have a high understanding of the message behind the label.
While brand recognition and understanding are important, another telling fact revealed by this survey is the number of individuals who are likely to recommend ENERGY STAR certified products to friends. According to the survey, 71 percent of those who purchased an ENERGY STAR product or home would recommend doing so to others.
Analysis of the survey data also revealed the impact the ENERGY STAR label has on the purchasing decisions of the consumers surveyed. Of those who recognized the label, 70 percent reported that the label was very or somewhat significant in their purchase. All told, about 40 percent of surveyed households reported knowingly purchasing an ENERGY STAR certified product or home in the 12 months prior to the survey.
Products, homes and buildings that earn the ENERGY STAR label prevent greenhouse gas emissions by meeting strict energy efficiency requirements set by the U.S. EPA. From the first ENERGY STAR qualified computer in 1992, the ENERGY STAR label can now be found on products in more than 70 different categories, with more than 4.5 billion sold. Over 1.5 million new homes and 23,000 office buildings, schools and hospitals have earned the ENERGY STAR label. Since the program began, American families and businesses have saved $297 billion on utility bills and prevented more than 2.1 billion metric tons of greenhouse gas emissions with help from ENERGY STAR.