TRUST IN THE ENERGY STAR GROWS

Energy Star Shining Bright' EcoPinion Consumer Survey Points to Challenges Ahead
17 March 2010 (EarthTimes)

"…[T]he 7th EcoPinion survey report [by EcoAlign]…entitled, "Energy Star Shining Bright? National Consumer Survey of the Energy Star Brand"… was to test the brand strength of Energy Star with consumers given the increasing importance of the brand to the nation's energy efficiency and environmental goals.

"…Americans have high awareness (71 percent are either extremely or somewhat aware) and high acceptance [of the Energy Star brand] (with 82 percent responding that the brand is either extremely important or important)…"

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"…The Energy Star brand is more associated with the functional, e.g., "efficiency" or "savings," than deeper connections to consumer values.

"…The importance levels for buying Energy Star household goods and/or appliances show a 15 percent gap between younger Americans (18 “ 34) and older Americans (55+)."

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"…Women are more attuned to the efficiency value of Energy Star than men, more likely to recommend it, and will share information with friends and family about their Energy Star purchases.

"…Very few Americans (4 percent) buy Energy Star products purely out of altruistic motivations to protect the environment…"