ENERGY STAR®. The simple choice for energy efficiency.
ENERGY STAR
NATIONAL AWARENESS
OF ENERGY STAR® FOR 2015
ANALYSIS OF CEE HOUSEHOLD SURVEY
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TABLE OF CONTENTS
ACKNOWLEDGEMENTS ii
EXECUTIVE SUMMARY ES-1
INTRODUCTION 1
METHODOLOGY OVERVIEW 2
KEY FINDINGS 4
RECOGNITION 4
UNDERSTANDING 12
INFLUENCE 18
INFORMATION SOURCES 25
Appendix A: Detailed Methodology A-1
1 Questionnaire Design A-2
2 Sampling A-7
3 Data Collection A-13
4 National Analysis A-14
Appendix B: Demographics B-1
Appendix C: Additional Questions From 2015 Survey C-1
1 ENERGY STAR Designation C-2
2 ENERGY STAR Designation by Publicity Category C-3
3 ENERGY STAR Product Satisfaction C-4
4 Consumer Perceptions C-6
5 Purchasing Decisions C-13
6 Light Bulb Purchaser Questions C-14
7 Lighting Fixture Purchaser Questions C-16
8 ENERGY STAR Most Efficient Questions C-17
9 ENERGY STAR "Connected" Questions C-22
Appendix D: 2015 Survey Questions and Flow Chart D-1
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ACKNOWLEDGEMENTS
The U.S. Environmental Protection Agency (EPA) would like to thank the
Consortium for Energy Efficiency (CEE) and its members for making its survey
data available for this analysis. The following CEE member organizations
sponsored the 2015 survey:
• BPA
• Eversource
• National Grid
• NEEA
• New Jersey Natural Gas
• Oncor
• Pacific Gas and Electric
• SoCalGas
• South Jersey Gas
• Southern California Edison
• United Illuminating
In addition, EPA would like to acknowledge Hilary Forster, Nick Dahlberg, and
Claire Mcllvennie for their oversight of CEE data collection efforts; Miriam
Goldberg, Ryan Barry, Jon Taffel, Jessi Baldic, and Elyse Doyle of DNV GL; Dan
Lawlor and Anthony Albano of The Cadmus Group, Inc. for data analysis and
report preparation; and Maureen McNamara of EPA for project management and
oversight of the analysis and report.
Recommended citation:
EPA Office of Air and Radiation, Climate Protection Partnerships Division.
National Awareness of ENERGY STAR® for 2015: Analysis of 2015 CEE
Household Survey. U.S. EPA, 2016.
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EXECUTIVE SUMMARY
In the fall of 2015, members of the Consortium for Energy Efficiency (CEE) sponsored
the sixteenth national household survey of consumer awareness of ENERGY STAR.
Each year, the survey objectives have largely been the same: to collect national data
on consumer recognition, understanding, and purchasing influence of the ENERGY
STAR label, as well as data on messaging and product purchases. CEE members may
choose to supplement the national sample by adding additional data points in order to
assess label awareness in their local service territories.
This report discusses the results of the CEE 2015 ENERGY STAR Household Survey,
building on prior years' survey results and focusing on the extent to which consumers
recognize the ENERGY STAR label, understand its intended messages, and utilize (or
are influenced by) the label in their energy-related purchase decisions. Research
questions of interest included:
• Where do consumers see or hear about the ENERGY STAR label?
• How does increased publicity affect recognition, understanding, and influence of the
ENERGY STAR label?
• Which key messages about the ENERGY STAR label are consumers retaining?
• Do consumers demonstrate loyalty to the ENERGY STAR label?
Key Findings at the National Level
• Eighty-three percent of households in 2015 compared with 81 percent in 2014 have
seen or heard of the ENERGY STAR label (without visual aid).
• Eighty-eight percent of households recognized the ENERGY STAR label
when shown the label. This is similar to the 89 percent finding in 2014.
• Households continue to show a high understanding of the ENERGY STAR label.
Seventy-six percent of households had a high understanding of the ENERGY
STAR label in 2015, similar to 75 percent in 2014. Eighty-five percent of
households had at least a general understanding of the label in 2015; this result
was eighty-four percent in 2014.
• Among all households, 46 percent knowingly purchased an ENERGY STAR-
labeled product in the past 12 months.
• Of households that recognized the ENERGY STAR label (aided) and purchased a
product in a relevant product category within the past 12 months, 77 percent
purchased an ENERGY STAR-labeled product. This proportion remained at 75
percent since 2012.
• More households in 2015 reported being "very much" influenced by the label after
ES-1
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recognizing it and purchasing an ENERGY STAR-labeled product compared to
2014 (52 percent and 43 percent, respectively).
• Seventy-eight percent of households that recognized the label and purchased a
product in a category where ENERGY STAR-labeled products are an option were
likely to recommend ENERGY STAR-labeled products to a friend; 33 percent of
these households reported that they were "extremely likely" to recommend
ENERGY STAR-labeled products. Both findings are similar to 2014.
• In 2015, 68 percent of households associated the ENERGY STAR label with
"energy efficiency or energy savings," this was an increase from 63 percent in
2014."
• Respondents were asked to rate their satisfaction on a scale of 1 to 5, where 1
means "very dissatisfied" and 5 means "very satisfied." Overall customer
satisfaction with ENERGY STAR labeled products was higher (4.2) than for non-
ENERGY STAR labeled products (3.9).
Key Findings from Publicity-Level Analyses
High-publicity areas are defined as having a locally sponsored energy-efficiency
program [sponsored by a utility, state agency, or other organization] that has actively
and continuously promoted ENERGY STAR for two or more years.
• Eighty-five percent of households in high-publicity areas recognized the ENERGY
STAR label without a visual aid compared to 80 percent of households in non-
high-publicity areas; this difference is significant at the 10-percent level. After
being shown the label (aided), the same percent of households in high and non-
high-publicity areas recognized the label, 88 percent for both publicity areas.
• Significantly more households in non-high-publicity areas associated the ENERGY
STAR label with water heaters (64 percent), windows (51 percent) and heat pumps
(25 percent), when prompted, compared to high-publicity areas, where 57 percent
of households associated the ENERGY STAR-label with water heaters, 44 percent
associated the label with windows, and 16 percent associated heat pumps with
the label.
• A significantly larger proportion of households in high-publicity areas (78 percent)
than non-high-publicity areas (72 percent) exhibited a high degree of
understanding of the ENERGY STAR label. Eighty-seven percent of households in
high-publicity areas had at least a general understanding of the label compared
with 82 percent of households in non-high-publicity areas; this difference is
significant at the 5-percent level.
• Seventy-one percent of the households in high-publicity areas and 66 percent of
the households in non-high-publicity areas associated the ENERGY STAR label
with "efficiency or energy savings."
ES-2
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• The proportion of households that heard or saw something about ENERGY STAR
from displays in stores was significantly larger in high- than non-high-publicity
areas (56 percent and 42 percent, respectively).
Conclusions
This sixteenth national study of household awareness of the ENERGY STAR
label confirms key findings from the previous years' surveys:
• Substantial portions of U.S. households in the surveyed population
recognize, understand, and are influenced by the ENERGY STAR label.
• A large proportion of households consistently associate the label with
energy efficiency and saving energy.
• The proportion of households that exhibit only a general understanding of the label
is small (9 percent) compared with the proportion of households that exhibit a high
understanding (76 percent).
ES-3
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INTRODUCTION
In the fall of 2015, members of the Consortium for Energy Efficiency (CEE)
sponsored the sixteenth national household survey of consumer awareness of
ENERGY STAR. Each year, the survey objectives have largely been the same: to
collect national data on consumer recognition, understanding, and purchasing
influence of the ENERGY STAR label, as well as data on messaging and product
purchases.
This report discusses the results of the CEE 2015 ENERGY STAR Household
Survey, building on prior years' survey results and focusing on the extent to which
consumers recognize the ENERGY STAR label, understand its intended messages,
and utilize (or are influenced by) the label in their energy-related purchase
decisions. Research questions of interest included the following:
• Where do consumers see or hear about the ENERGY STAR label?
• How does increased publicity affect recognition, understanding, and influence
of the ENERGY STAR label?
• Which key messages about the ENERGY STAR label are consumers retaining?
• Do consumers demonstrate loyalty to the ENERGY STAR label?
The remainder of this report summarizes the survey and analysis methodology; it
provides key findings regarding ENERGY STAR label recognition, understanding,
influence, and information sources. It also contains appendices presenting detailed
survey methodology (Appendix A), demographic information (Appendix B),
additional questions from the 2015 survey (Appendix C), and a copy of the 2015
questionnaire (Appendix D). In all cases, the results presented in this report were
weighted to obtain results applicable at the national level (please refer to Appendix
A for details on the weighting methodology).
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METHODOLOGY OVERVIEW
During October and November of 2015, CEE fielded a questionnaire to obtain
information at the national level on consumer awareness of the ENERGY STAR
label (please refer to Appendix A for a more detailed description of the survey
methodology). A random sample of households that are members of an Internet
panel was surveyed. Both the Internet panel as a whole and the sample of
households completing the survey were selected by address-based sampling and
recruited by telephone.1 The panel is designed to be representative of the U.S.
population.
This year's questionnaire was similar to the ones CEE fielded in 2000 - 2014. As in
previous years, CEE and its sponsoring members made the survey data available to
EPA for analysis.
The sampling frame for this national survey included all households in the largest 57
Nielsen Designated Market Areas® (DMAs) that together accounted for about 70
percent of U.S. television households. In addition, some CEE members periodically
choose to sponsor more intensive sampling (i.e., an oversample) in selected
localities, referred to here as sponsor areas. In 2015, no CEE members chose to
sponsor an oversample.
As in previous years' studies, the Top-57 DMAs in the sampling frame were
classified by publicity category. The original intent of the classification was to be able
to assess the effect of local energy efficiency program publicity on awareness. The
majority of these local efficiency programs historically have been supported by utility
rate-payer funding.
The same publicity classification procedures have been used in each of the past 14
years, which was based on the following criteria:
• High publicity: Active local ENERGY STAR promotion recently sponsored by a
utility, state agency, or other organization for two or more continuous years. The
activities must include sustained promotions and publicity from non-federal
sources.
• Low publicity: Federal campaign activities only and no significant regional
program sponsor activities.
• Other: All other DMAs.
In 2009, a decision was made to use the 2008 publicity classification of the 57 largest
DMAs in 2009 and all future years to preserve the historical classification for future
study years.
1 In previous years, the panel was recruited via random-digit dial. GfK, formerly Knowledge Networks, the firm that conducts the
survey each year, believes that address-based sampling (ABS) offers advantages, including coverage of cell-phone-only
households, and analysis of non-response bias. More information is available at
http://www.knowledaenetworks.com/accuracv/fall-winter2010/abs-fall201Q.html.
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The key working definitions are below:
• Recent: The 2 years of activity must include the time period during which the
survey was in the field.
• Sustained: The 2 years of activity must be continuous.
• Significant: In addition to any direct federal publicity efforts, a DMA's publicity
efforts must include a deliberate and multifaceted regional program sponsor
investment in ENERGY STAR programming, such as direct marketing efforts or
the creation and distribution of promotional material.
Although the sample design was based on the 2015 publicity classifications, low
publicity and other publicity are combined in the analysis and referenced as non-
high-publicity areas. One reason to combine these categories in the analysis is that
overtime, the population of low-publicity DMAs has dropped to about 15 percent,
while high-publicity DMAs now account for about half of U.S. television households.
The sample was stratified by area and within an area by publicity category. While
the dataset has always been appropriately weighted in the national analysis,
beginning in 2010, the number of respondents in each stratum was chosen in
proportion to that stratum's share of the U.S. population living in DMAs. As in the
past for the national sample, the three publicity categories (the top 57 DMAs)
comprise 1,000 respondents.
This report presents the 2015 survey results at the national level and by publicity
category. Results are presented on consumer recognition and understanding, and
purchasing influence of the ENERGY STAR label, as well as on messaging, product
purchases, and information sources that consumers use in their purchasing
decisions.
In this report, the following terminology is used in comparing results across years or
sub-categories. (1) The term "significant" implies statistical significance. In other
words, differences between proportions that are described as "significant" are at
least statistically different at the 10-percent level of significance. In some cases, the
p-values are given to provide the exact level of statistical significance. (2) Unless
stated otherwise, terms such as "smaller," "larger," "increase," or "decrease" refer to
changes that are statistically significant at the 10-percent level or better. (3) The
term "similar" implies that there is no statistical difference between the results being
compared at the 10-percent level of significance. In other words, the difference
between the results is within the bounds that would be expected from chance
variation in a random sample.
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KEY FINDINGS
RECOGNITION
In 2015, 88 percent of households recognized the ENERGY STAR label when
shown the label (i.e., aided recognition). Eighty-three percent of households
recalled having seen or heard of the ENERGY STAR label without first being shown
the label (i.e., unaided recognition).
For purposes of this analysis, respondents were said to recognize the ENERGY
STAR label if they had seen or heard of the label before the survey. Recognition of
the label was explored in two ways. Unaided recognition was measured by asking if
the respondent had seen or heard of the ENERGY STAR label without showing the
label. Delivery of the survey by Internet made it possible to measure aided
recognition. Aided recognition was measured by showing respondents the ENERGY
STAR label and then asking if they had seen or heard of the label. Both methods
are useful measurements of label recognition, although unaided recognition is the
more conservative of the two.
Recognition results for both the 2015 and 2014 surveys are summarized in the
following table. Aided and unaided recognition of the ENERGY STAR label results
were similar in 2014 and 2015 (p-values 0.5508 and 0.3618, respectively).
Recognition of the ENERGY STAR Label
[Base = All respondents]
Recognize
ENERGY
STAR Label
2015
2014
Aided
(n=961)
Unaided
(n=943)
Aided
(n=1,358)
Unaided
(n=1,318)
Yes
88%
83%
89%
81%
Note: The unaided recognition results for both years were based on the question
ES1: "Have you ever seen or heard of the ENERGY STAR label?" The aided
recognition results were based on five questions. (1) ES3A and (2) ES3B were
asked if ES1 = "yes." ES3A: "Is this the label you have seen or heard of before?"—
whether the old or new label was shown was randomly determined.
ES3B: "Have you seen or heard of this version of the ENERGY STAR label?" —
where the label shown was the one not shown previously. (3) ES3C and (4)
ES3D were asked if ES1 = "no." ES3C: "Please look at the ENERGY STAR
label on the left. Have you ever seen or heard of this label?"—whether the old or
new label was shown was randomly determined. ES3D: "Have you seen or
heard of this version of the ENERGY STAR label?"—where the label shown was
the one not shown previously. (5) ES6 was asked if either ES1 = "no" or both
ES3A and ES3B = "no." ES6: "Now that you have had the opportunity to see the
ENERGY STAR label, do you recall seeing or hearing anything about it before
this survey?"—where both the old and new labels were shown.
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Recognition by Publicity Category
After being shown the ENERGY STAR label (aided), the same percent of
households in high and non-high-publicity areas recognized the label, 88 percent for
both publicity areas (p-value = 0.8073). Unaided recognition was 85 percent in high-
publicity areas and 80 percent in non-high-publicity areas; this difference is
statistically significant at the 10-percent level (p-value = 0.0858).
Recognition of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
100% -i
] a High Publicity
~ Non-High Publicity
Aided (n=961) 'Unaided (n=943)
*High and non-high-publicity area proportions are statistically different from each other at the 10-percent level
of significance (p-value < 0.10).
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Product Associations
Households that recognized the ENERGY STAR label (aided) indicate strong
association between the label and products historically supported by regional
energy efficiency programs (refrigerators, washing machines, dishwashers, compact
fluorescent light bulbs, etc.).
Survey respondents that recognized the ENERGY STAR label (aided) were asked,
"What types of products, goods, and services do you think of when you think of the
ENERGY STAR label?" (survey question QA). The figure on the next page
presents the results for this question, which indicate unprompted product
associations.
Since at least 2010, appliances, refrigerators, and washing machines have shown
the strongest unprompted associations with the label at 49, 36, and 32 percent,
respectively. Clothes dryers became eligible to receive the ENERGY STAR
certification in 2015, and showed the fourth strongest association with the label at
28 percent.2 Respondents had previously associated clothes dryers with the
ENERGY STAR label before they were eligible for certification, however. The next
strongest associated products (unprompted) were air conditioners, dishwashers,
and stoves/ovens at 16, 14, and 13 percent, respectively. Stoves/ovens are not
eligible for ENERGY STAR certification but are still included in the list of products
mentioned by households. Of the top six product associations, none are significantly
different from the 2014 results. In addition to stoves/ovens, microwave ovens do not
have an ENERGY STAR specification3. Computers or monitors, computer printers,
and VCRs/DVDs all showed increases in label association from 2014. However,
these products were mentioned by relatively few respondents (7, 1, and 1 percent,
respectively). Relatively more households associate the ENERGY STAR label with
some "other" type of product in 2015 than in 2014(p-value = 0.0023); and less than
in 2014 for "no product;" these differences are statistically different at the 1-percent
level (p-value = 0.0007).
When prompted, 87 percent of households had seen the label on refrigerators.
Washing machines (74 percent) and dishwashers (74 percent) were the next
products most commonly associated with the ENERGY STAR label. Association
with these top three products (prompted) is consistent with 2014 results, 86, 75, and
75, respectively. Water heaters, microwave ovens, central A/C, television, room air
conditioners, and windows followed next in a range of 47 to 60 percent.
2
The clothes dryer specification went into effect in January 2015.
3 Microwave ovens are not currently eligible for ENERGY STAR certification.
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In 2015, there was an increase in label awareness from 2014 for eight products.
These products include:
• At the 1-percent level of significance: heat pumps (20 percent and 15
percent, respectively) and skylights (15 percent and 10 percent,
respectively).
• At the 5-percent level of significance: windows (47 percent and 40 percent,
respectively).
• At the 10-percent level of significance: microwave ovens (52 percent and 46
percent, respectively), room air conditioners (48 percent and 43 percent,
respectively), furnace/boilers (37 percent and 31 percent, respectively), light
bulbs (36 percent and 31 percent, respectively), and doors (25 percent and
21 percent, respectively).
None of the twenty-eight products had lower levels of association in 2015 than in
2014.
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Unprompted Product Association with the ENERGY STAR Label
[Base = Recognize label (aided), n = 779]
I 49%
Appliance
Refrigerator
Washing machine
Clothes dryer
Air conditioner
Dishwasher
Stove/oven
""Other
Water heater
Television
Electronics
Lighting
"Computer or monitor
Freezer
Microwave oven
***No product
Furnace
Heater
Window
"VCR/DVD
"Computer printer
Stereo/radio
Fan
Insulation
Dehumidifier
Boiler
Vacuum cleaner
Thermostat
] 36%
32%
28%
I 10%
I 10%
~ 9%
~ 8%
U 7%
D 5%
H 5%
] 5%
Zl 4%
Zl 4%
~ 4%
] 1%
] 1%
1%
1%
<1%
<1%
<1%
<1%
<1%
0%
20%
40%
60%
80%
100%
Note: QA: "What types of products, goods, or services do you think of when you think of the ENERGY STAR label?
Please write your answers below."
*** 2015 and 2014 proportions are statistically different from each other at the 1-percent level of significance (p-
value < 0.01). The proportion of households in 2015 is larger than 2014 for "other," and is smaller than 2014 for
"no product."
** 2015 and 2014 proportions are statistically different from each other at the 5-percent level of significance (p-
value < 0.05). The proportion of households in 2015 is larger than 2014 for computer printers.
* 2015 and 2014 proportions are statistically different from each other at the 10-percent level of significance (p-
value < 0.10). The proportion of households in 2015 is larger than 2014 for computers or monitors, and for
VCRs/DVDs.
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Prompted Product Association with the ENERGY STAR Label
[Base = Recognize label (aided)4]
Refrigerator
Washing machine
Dishwasher
Water heater
'Microwave oven
Central A/C
Television
•Room air conditioner
"Window
*Furnace/b oiler
Computer or monitor
•Light bulb
"Door
Newly built home
All-in-one printer
Insulation
***Heat Pump
Lighting fixture
Dehumidifier
Thermostat
Computer printer
DVD
"'Skylight
Copying machine
Fax machine
Audio product
Roofing material
Scanner
87%
~ 74%
1 74%
60%
~ 52%
~ 52%
50%
Zl 48%
~ 47%
37%
~ 36%
~ 36%
Zl 25%
I 23%
23%
~ 21%
~ 20%
~ 20%
] 19%
~ 17%
~ 17%
] 16%
15%
ZD 12%
=~ 12%
=1 11%
~ 11%
9%
0%
20%
40%
60%
80%
100%
Note: Q5 (a, b, and c): "Now we're going to ask you about several groups of products. As you review the list,
please select each of the products, product literature, or packaging on which you have seen the ENERGY
STAR label."
*** 2015 and 2014 proportions are statistically different from each other at the 1-percent level of significance
(p- value < 0.01). The proportion of households in 2015 is larger than 2014 for heat pumps and skylights.
** 2015 and 2014 proportions are statistically different from each other at the 5-percent level of significance (p-
value < 0.05). The proportion of households in 2015 is larger than 2014 for windows.
* 2015 and 2014 proportions are statistically different from each other at the 10-percent level of
significance (p-value < 0.10). The proportion of households in 2015 is larger than 2014 for microwave
ovens, room air conditioners, furnaces/boilers, light bulbs, and doors.
4 Respondents were asked about three sets of product groupings: (1 )(a) Heating and Cooling Products and Home Office
Equipment, (2)(b) Home Appliances/Lighting and Home Electronics, and (3)(c) Building Materials and Buildings. The sample sizes,
n, for these sets of product groupings are 795, 796, and 775 respectively.
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Product Associations by Publicity Category
Regional energy efficiency program sponsors have traditionally focused on
promoting ENERGY STAR certified lighting, refrigerators, room air conditioners,
washing machines, dishwashers, programmable thermostats5, and new homes.
More recently, program sponsors have begun to promote ENERGY STAR certified
water heaters and TVs in some parts of the country. Key findings from this year's
analysis of product association by publicity category include the following.
• A significantly larger proportion of households in high-publicity areas than non-
high publicity areas associated copying machines (15 percent and 9 percent,
respectively), (p-value = 0.0299) and scanners (11 percent and 6 percent,
respectively), (p-value = 0.0723) with the ENERGY STAR label when prompted.
• A significantly smaller proportion of households in high-publicity areas than non-
high-publicity areas associated water heaters (57 percent and 64 percent,
respectively), (p-value = 0.0920), windows (44 percent and 51 percent,
respectively), (p-value = 0.0932), and heat pumps (16 percent and 25 percent,
respectively), (p-value = 0.0076) with the ENERGY STAR-label when prompted.
5 EPA suspended the use of the ENERGY STAR label for programmable thermostats December 31, 2009. While EPA recognizes
the potential for programmable thermostats to save significant amounts of energy, there continue to be questions regarding the net
savings and environmental benefits achieved due to variations in consumer understanding and usage of programmable
thermostats. EPA is working to develop a related Residential Climate Control specification. For more information visit:
www.eneravstar.aov/productdevelopment.
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Prompted Product Association with the ENERGY STAR Label by Publicity Category
6,7
[Base = Recognize label (aided) ]
Refrigerator
Washing machine
Dishwasher
*Water heater
Television
Central A/C
Microwave oven
Room air conditioner
*Wndow
Light bulb
Computer or monitor
Furnace/boiler
All-in-one printer
Door
Newly built home
Lighting fixture
Insulation
Computer printer
Dehumidifier
DVD
Thermostat
***Heat pump
Skylight
"Copying machine
Audio product
Roofing material
*Scanner
Fax machine
¦ High Publicity
~ Non-High Publicity
100%
* High- and non-high-publicity area proportions are statistically different from each other at the 1-percent level of
significance (p-value < 0.01).
High- and non-high-publicity area proportions are statistically different from each other at the 5-percent level of
significance (p-value < 0.05).
High- and non-high-publicity area proportions are statistically different from each other at the 10-percent level of
significance (p-value < 0.10).
6 As discussed in footnote 3, respondents were asked about three sets of product groupings. In Heating and Cooling Products and
Home Office Equipment, the sample sizes for high- and non-high-publicity areas are 422 and 373, respectively. For Home
Appliances/Lighting and Home Electronics they are 422 and 374, and for Building Materials and Buildings they are 413 and 362.
7 The percent labels on the bars are rounded to the nearest whole number. Therefore bars with the same label may not be the
same length.
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UNDERSTANDING
In 2015, 85 percent of households had at least a general understanding of the
ENERGY STAR label. Furthermore, the proportion of households that exhibited
only a general understanding (9 percent) was small compared with the proportion
that exhibited a high understanding (76 percent). The level of understanding was
investigated by asking respondents what messages came to mind when they saw
the ENERGY STAR label. Based on the reported messages, a respondent's
understanding was classified as high, general, or no understanding.
The 2015 and 2014 survey results on the level of understanding of the ENERGY
STAR label are provided in the following table. The proportion of respondents with
a high understanding of the label remained consistent from 2014 to 2015, 75
percent and 76 percent, respectively (p-value = 0.9646). In addition, the proportion
of respondents with at least a general understanding of the label is also consistent
from 2014 to 2015, 84 percent and 85 percent, respectively (p-value = 0.8206).
Understanding of the ENERGY STAR Label
[Base = All respondents]
Level of Understanding
of the Label
2015
(n=1,000)
2014
(n=1,400)
High understanding
76%
75%
No understanding
15%
16%
Total
100%
100%
Note: The level of understanding of the ENERGY STAR label is
determined using the open-ended responses to two questions (1) ES2:
"What does the ENERGY STAR label mean to you?", and (2) ES4A1:
"Please look at the ENERGY STAR labels on the left. Type the
messages that come to mind when you see the ENERGY STAR label."
In all years except 2006, all respondents were asked either ES2 or
ES4A1, depending on their answers to ES1. Respondents that
answered "Yes" to ES1 were then asked ES2, while all other
respondents were asked ES4A1.
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Understanding by Publicity Category
Eighty-seven percent of households in high-publicity areas had at least a general
understanding of the label compared with 82 percent of households in non-high-
publicity areas. This difference between high and non-high-publicity categories is
statistically significant at the 5-percent level (p-value = 0.0430). More households
exhibited a high degree of understanding in high-publicity areas (78 percent) than
non-high-publicity areas (72 percent); this difference is significant at the 10-percent
level (p-value = 0.0509).
Understanding of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
Publicity Category
At Least General
Understanding of Label
High
87%
Non-high
82%
Difference (High minus Non-high)
6%
p-value
0.043
Understanding of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
100%
~ High Understanding
~ General Understanding
90% -
80% -
70%
60% -
50%
78%
72%
40% -
30%
20% -
10% -
0%
High Publicity
Non-High Publicity
-------
Understanding of Label Messaging
Open-ended responses to the questions on the level of understanding of the
ENERGY STAR label are an indicator of how effectively EPA communicates its
messages through the label. These responses are used in the analysis of
understanding in the previous section. By far, the most common message
associated with the label was "energy efficiency or energy savings," which is
considered high understanding of the label. Sixty-eight percent of households
surveyed associated the ENERGY STAR label with this message. This was an
increase from 63 percent in 2014; this difference is statistically significant at the 5-
percent level (p-value = 0.0295).
Between 2014 and 2015, there was an increase in the percent of households that
associated the ENERGY STAR label with messages considered a general
understanding of the ENERGY STAR label. These consisted of "quality", "confuses
with EnergyGuide", and "product standards no environmental link." "Quality" is
statistically different from 2014 at the 5-percent level (p-value = 0.0263) and
"confuses with EnergyGuide" is statistically different at the 1-percent level (p-value
= 0.0013). "Product standards no environmental link" is statistically higher at the 10-
percent level (p-value = 0.07182).
Lastly, there was a statistically significant decrease in households associating the
label with "energy no link to efficiency" from 7 percent in 2014 to 4 percent in 2015
at the 5-percent significance level (p-value = 0.0124). This message is also
considered a general understanding of the ENERGY STAR label. These results can
be viewed in the following chart.
14
-------
Messages of the ENERGY STAR Label
[Base = All respondents]
**Energy efficiency/savings
Save money on operation
Environmental benefit
Energy/environmental product standards
Energy conservation
Savings (not linked to operation)
: 7%
1 6%
~ 4%
~ 3%
Electricity
***Confuses with EnergyGuide
"Energy no link to efficiency
Mentions specific products
**Quality
Government backing
*Product standards no environmental link
Save money on purchase
Environmental no link to benefit
~ 12%
^ 7%
S 5%
~ 4%
~ 3%
0 1%
0 1%
a 1%
<1%
<1%
1 68%
High
Understanding
General Understanding
0%
20% 40% 60% 80% 100%
2015 and 2014 proportions are statistically different from each other at the 1-percent level of significance (p-
value < 0.01). The proportion of households in 2015 is larger than 2014 for "Confuses with EnergyGuide."
2015 and 2014 proportions are statistically different from each other at the 5-percent level of significance (p-
value < 0.05). The proportion of households in 2015 is larger than 2014 for "Energy efficiency/savings" and
"Quality". The proportion of households in 2015 is smaller than 2014 for "Energy no link to efficiency".
2015 and 2014 proportions are statistically different from each other at the 10-percent level of significance
(p- value < 0.10). The proportion of households in 2015 is larger than 2014 for "Product standards no
environmental link".
15
-------
Understanding of Label Messaging by Publicity Category
A majority of respondents in high-publicity regions (71 percent) and non-high-
publicity regions (66 percent) associated the ENERGY STAR label with "energy
efficiency or energy savings." For this and all other messages considered to show a
high understanding, the proportion of households that associated the message with
the ENERGY STAR label was similar for high- and non-high-publicity regions. For
messages considered to show a general understanding, more respondents in non-
high-publicity regions (4 percent) than high-publicity regions (1 percent), "mentioned
specific products;" this difference is statistically significant at the 5-percent level (p-
value = 0.0392). More households in non-high-publicity areas than high-publicity
areas associate the label with "government backing," 2 percent and 1 percent,
respectively. This difference is statistically significant at the 10-percent level (p-
value = 0.0764).
High Understanding
Messages of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
Energy efficiency/savings
Save money on operation
Environmental benefit
Electricity
Energy/environmental product standards
Energy without link to efficiency
Confuses with EnergyGuide
Energy conservation
Savings (not linked to operation)
"Mentions specific products
Quality
Product standards no environmental link
*Government backing
Save money on purchase
Environmental no link to benefit
General Understanding
ri 3%
=) 4%
,1%
b 4%
1%
I 2%
1%
l 2%
, 1%
> 2%
<1%
1%
<1%
<1%
~ High Publicity oNon-High Publicity
0% 20% 40% 60% 80% 100%
High- and non-high-publicity area proportions are statistically different from each other at the 5-percent level of
significance (p-value < 0.05).
High- and non-high-publicity area proportions are statistically different from each other at the 10-percent level of
significance (< 0.10).
16
-------
Understanding of the ENERGY STAR Label by Aided Recognition
Households that recognized the ENERGY STAR label when shown the label were
more likely to have at least a general understanding of the label than those that did
not recognize the label. In 2015, 91 percent of households that recognized the
ENERGY STAR label had at least a general understanding of it, whereas of the
households that did not recognize the label, 53 percent had at least a general
understanding of it. This 38 percentage point difference in understanding between
households that recognized the label and those that did not is statistically significant
at the 1-percent level. The proportion of households that had at least a general
understanding of the label in 2015 is statistically different from the 2014 result (88
percent) at the 5-percent level (p-value = 0.0493).
Among households that did not recognize the label when shown it, the proportion
that had at least a general understanding of the label in 2015 (53 percent) is similar
to the 2014 result (62 percent), (p-value = 0.2173).
Understanding of the ENERGY STAR Label by Aided Recognition
[Base = All respondents]
Recognize ENERGY STAR
Label Aided
At Least General Understanding of
Label
2015
2014
Yes
91%
88%
No
53%
62%
Difference (Yes minus No)
38%
26%
p-value
<0.0001
<0.0001
17
-------
INFLUENCE
The survey provided some insight into consumers' decisions to purchase ENERGY
STAR-labeled products, including the following:
• The proportion of households nationwide that recognized the ENERGY
STAR label and knowingly purchased an ENERGY STAR-labeled product.
• The influence of the ENERGY STAR label on purchase decisions.
• The role of rebates or financing in decisions to buy ENERGY STAR-labeled
products.
• The loyalty of purchasers to ENERGY STAR-labeled products.
Purchases of ENERGY STAR-labeled Products
In order to estimate the percent of all households that knowingly purchased an
ENERGY STAR product, the following three proportions were multiplied:
• The proportion of all households that recognized the ENERGY STAR label
(aided).
• Of the households that recognized the label (aided), the proportion that
purchased a product in a product category that has an ENERGY STAR
specification.
• Of the households that recognized the label (aided) and purchased a product in
a relevant category, the proportion that knowingly purchased an ENERGY
STAR- labeled product.
For each of the three proportions, the results for 2015 and 2014 are similar. In
2015, of the households that recognized the label (aided) and purchased a product
in a relevant product category, 77 percent purchased an ENERGY STAR-labeled
product. This proportion remained at 75 percent since 2012. All other proportions
have fluctuated each year.
18
-------
National Household Market Penetration of
ENERGY STAR Products by Year
Aided
Recognition
(2014 n=1,358)
(2015 n=961)
Purchased
Product
(2014 n=1,206)
(2015 n=845)
Knowingly
Purchased
ENERGY STAR
product
(2014 n=596)
(2015 n=432)
2015
88%
68%
77%
2014
89%
69%
75%
Difference
-1.0%
-0.5%
2.5%
p-value
0.551
0.842
0.421
Overall, 46 percent of all households knowingly purchased an ENERGY STAR
product in the past 12 months. This is similar to the 2014 result (45 percent).
Knowingly Purchased ENERGY STAR Product By Year
(Base = All respondents)
Purchased
2015
2014
ENERGY STAR product
(n=961)
(n=1,358)
Estimate (yes)
46%
45%
Standard Error
2.5%
2.2%
-------
Purchases of ENERGY STAR by Publicity Category
The proportion of all households that knowingly purchased an ENERGY STAR
product in high- versus non-high-publicity areas is 48 and 44 percent, respectively.
This difference is not statistically significant (p-value = 0.3353). The same
proportion of all households in high-publicity areas (48 percent) also knowingly
purchased an ENERGY STAR product in 2014. The proportions of respondents
who knowingly purchased ENERGY STAR products in non-high-publicity areas
was also similar between 2015 (44 percent) and 2014 (42 percent), p-value =
0.7686.
Knowingly Purchased ENERGY STAR
Product by Publicity Category and Year
[Base = All respondents]
Publicity Category
% Households
2015
2014
High
48%
48%
Non-High
44%
42%
Difference (High minus Non-High)
5%
6%
p-value
0.3353
0.1603
As noted above, three proportions are used to calculate the proportion of all
households that knowingly purchased an ENERGY STAR product: aided
recognition of the program label, purchase of a product in a relevant product
category, and the proportion of those purchasers that knowingly bought ENERGY
STAR products. In 2015, high- and non-high-publicity proportions are similar.
National Household Market Penetration of
ENERGY STAR Products by Publicity Category
Aided
Recognition
(n=961)
Purchased
Product
(n=845)
Knowingly
Purchased
ENERGY
STAR product
(n=432)
High Publicity
88%
70%
79%
Non-High Publicity
88%
66%
75%
Difference
-0.6%
3.5%
4.6%
p-value
0.807
0.374
0.308
20
-------
Influence of the ENERGY STAR Label
In 2015, over three quarters (77 percent) of the households that recognized the
ENERGY STAR label (aided), and knowingly purchased an ENERGY STAR-labeled
product reported having been influenced "very much" or "somewhat" by the label.
This proportion of households was also 77 percent in 2014.
More households in 2015 reported being "very much" influenced by the label after
recognizing it and purchasing an ENERGY STAR-labeled product, than this
household group in 2014 (52 and 43 percent, respectively). This difference is
statistically significant at the 10-percent level (p-value = 0.0514). In contrast,
significantly fewer households in 2015 that recognized the label, and knowingly
purchased an ENERGY STAR-labeled product were "somewhat" influenced by the
label, compared to 2014 (25 percent and 34 percent respectively). This decrease is
statistically significant at the 5-percent level (p-value = 0.0247).
Influence of the ENERGY STAR Label on Purchase Decisions8
[Base = Recognize label (aided) and ENERGY STAR purchasers]
Influence of the
Label on
Purchasing
Decisions
2015
(n=303)
Maximum
2014
(n=415)
Maximum
Very much*
52%
43%
Somewhat**
25%
34%
Slightly
11%
11%
Not at all
12%
12%
Total
100%
100%
Note: Q8: "For each ENERGY STAR-labeled product you
purchased, how much did the ENERGY STAR label influence
your purchase decision?"
8 Respondents that recognize the label (aided) and purchased an ENERGY STAR-labeled product are asked Q8 ("For each
ENERGY STAR-labeled product you purchased, how much did the ENERGY STAR label influence your purchase decision?") for
each ENERGY STAR-labeled product they purchased. The results presented in this table use the highest influence rating provided
by respondents that purchased more than one ENERGY STAR-labeled product.
21
-------
Influence of the ENERGY STAR Label by Publicity Category
The purchase decisions of 51 percent of households in high-publicity areas were
influenced "very much" by the ENERGY STAR label, compared to 52 percent in non-
high-publicity areas; this difference is not significant at the 10-percent level. When
these proportions are added to the proportions of households for which the
ENERGY STAR label was "somewhat" influential in their purchasing decisions, the
high- to non-high-publicity area comparison is 74 to 80 percent, respectively, which
is not statistically different at the 10-percent level of significance. The combined
"very much, somewhat, or slightly" proportion is 85 percent in high-publicity areas,
and 90 percent in non-high-publicity areas. None of these differences are statistically
significant across publicity categories, nor are they statistically significant compared
to 2014.
Influence of the ENERGY STAR Label on Purchase Decisions by Publicity Category
[Base = Recognize label (aided) and ENERGY STAR purchasers, n = 303]
Publicity Category
Very much
Very much
or
somewhat
Very much,
somewhat,
or slightly
High
51%
74%
85%
Non-High
52%
80%
90%
Difference (High minus Non-High)
-1%
-6%
-5%
p-value
0.942
0.262
0.242
22
-------
Rebate and Financing Influence
From 2014 to 2015, the percentage of households that knowingly purchased an
ENERGY STAR-labeled product and received rebates or reduced-rate financing
was at 13 percent, similar to last year (p-value = 0.2028). Of these households in
2015, 65 percent would have been "very likely" to purchase the ENERGY STAR
product if financial incentives had not been available. This is also similar to 2014 at
60 percent (p-value = 0.6514). No respondent in the 2015 sample claimed they
were "not likely at all" to purchase an ENERGY STAR product without a financial
incentive.
Received Financial Incentive for an ENERGY STAR Product Purchased
[Base = Recognize label (aided) and ENERGY STAR purchaser]
Received Financial Incentive for
an ENERGY STAR Product
Purchased
% Households
2015
(n=282)
2014
(n=382)
Yes
13%
17%
No
87%
83%
Total
100%
100%
Note: Q9: "Did you receive rebates or reduced-rate financing for any
ENERGY STAR-labeled product(s) you purchased?"
Influence of Rebates and Financing on Purchasing Decisions
[Base = Recognize label (aided), ENERGY STAR purchaser, and received an incentive]
Likelihood Purchase
ENERGY STAR Product
Without Financial
Incentive
% Households
2015
(n=38)
2014
(n=57)
Very likely
65%
60%
Somewhat likely
23%
29%
Slightly likely
12%
8%
Not at all likely
0%
3%
Total
100%
100%
Note: Q10: "If rebates or reduced-rate financing had not been available, how
likely is it that you would have purchased the ENERGY STAR-labeled product?"
23
-------
Loyalty to ENERGY STAR
Loyalty to ENERGY STAR is investigated by asking respondents who knowingly
purchased an ENERGY STAR-labeled product how likely they would be to
recommend ENERGY STAR products to a friend. Respondents were asked to
report this likelihood on a scale of 0 to 10, where 0 means "extremely unlikely" and
10 means "extremely likely." As seen in the table below, 33 percent of households
who knowingly purchased an ENERGY STAR-labeled product reported they would
be "extremely likely" to recommend ENERGY STAR products to a friend. This
proportion is similar to the 2014 value (p-value = 0.7919).
The likelihood of recommending ENERGY STAR products to a friend is greater than
"6" for 78 percent of these households. This is similar to the previous year's result of
75 percent (p-value = 0.3929).
Loyalty to ENERGY STAR
[Base = Recognize label (aided) and purchasers]
Likelihood
Recommend ENERGY
STAR Products
% Households
2015
(n=255)
2014
(n=275)
10 - Extremely likely
33%
32%
9
13%
14%
8
22%
18%
7
10%
11%
6
7%
8%
5
6%
10%
4
5%
1%
3
2%
2%
2
1%
2%
1
1%
1%
0 - Extremely unlikely
0%
1%
Total
100%
100%
Notes: Q11: "How likely are you to recommend ENERGY STAR-
labeled products to a friend?"] is measured on an 11-point scale,
where 0 -'Extremely unlikely" and 10 -'Extremely likely."
24
-------
INFORMATION SOURCES
Sources Seen
Seventy-two percent of households have seen something about ENERGY STAR on
appliance or electronics labels, and 49 percent of households have seen something
about ENERGY STAR in store displays. Thirty-five percent of households heard or
saw something about ENERGY STAR on TV commercials. Between 17 and 25
percent of households saw something about ENERGY STAR in utility mailings or
bill inserts, on EnergyGuide labels, in newspaper or magazine advertisements, or
on the internet.
The proportion informed by social media increased to 4 percent in 2015 from 1
percent in 2014, and is statistically significant at the 1 -percent level (p-value =
0.0078). Fewer households heard about the label from realtors in 2015 (1 percent),
compared to 2014 (4 percent). This difference is significant at the 5-percent level (p-
value = 0.0122). All other responses were similar to the proportions from the 2014
survey.
25
-------
Sources Saw or Heard Something About ENERGY STAR
[Base = Recognize label (aided), n = 757]
Labels on appliances or electronic equipment
Displays in stores
TV commercial
Utility mailing or bill insert
Yellow EnergyGuide label
Newspaper or magazine advertisement
Internet
Salesperson
Direct mail or circular advertisement
Newspaper or magazine article
Friend, neighbor, relative, or co-worker
Homebuilder
Radio commercial
TV news feature story
Contractor
***Social Media
Billboard
Other
"Realtor
Lender
72%
3 49%
35%
I 25%
ZD 21%
ZD 20%
I 17%
I 14%
~ 10%
3 10%
ZD 6%
ZD 6%
Zl 5%
~ 4%
~ 4%
~ 4%
~ 3%
] 2%
1%
<1%
0% 20% 40% 60% 80% 100%
Note: S01: "Where did you see or hear something about ENERGY STAR? Please mark all that apply."
*** 2015 and 2014 proportions are statistically different from each other at the 1-percent level of significance (p-
value < 0.01). Proportion of households in 2015 is larger than in 2014 for social media.
** 2015 and 2014 proportions are statistically different from each other at the 5-percent level of significance (p-
value < 0.05). Proportion of households in 2015 is smaller than in 2014 for realtors.
26
-------
Sources Seen by Publicity Category
The proportion of households that heard or saw something about ENERGY STAR
from displays in stores was significantly larger in high- than in non-high-publicity
areas (56 percent and 42 percent, respectively). This difference is statistically
different at the 1-percent level (p-value = 0.0015). Ail remaining sources of
information are not significantly different between high- and non-high-publicity
areas.
Sources Saw or Heard Something About ENERGY STAR by Publicity Category
[Base = Recognize label (aided), n = 757]
Labels on appliances or electronic equipment
""Displays in stores
TV commercial
Utility mailing or bill insert
Newspaper or magazine advertisement
Yellow EnergyGuide label
Internet
Salesperson
Newspaper or magazine article
Direct mail or circular advertisement
Friend, neighbor, relative, or co-worker
Radio commercial
Homebuilder
Contractor
Social Media
Billboard
TV news feature story
Other
Realtor
Lender
0% 20% 40% 60% 80% 100%
*** High- and non-high-publicity area proportions are statistically different from each other at the 1-percent level
of significance (p-value s 0.01).
¦ High Publicity
~ Non-High Publicity
27
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APPENDIX A: DETAILED METHODOLOGY
During October and November of 2015, the Consortium for Energy Efficiency (CEE)
fielded a questionnaire to obtain information at the national level on consumer
awareness and understanding of the ENERGY STAR label, the value accrued to
the label in the eyes of consumers, satisfaction with labeled products, and other
ENERGY STAR-related information. The questionnaire was similar to the
Internet/WebTV-based questionnaires fielded in previous years (2001 through
2014). As in the 15 previous years, CEE and its members sponsoring the survey
made the survey data available to the U.S. Environmental Protection Agency (EPA)
for analysis. In 2001, a rigorous comparative analysis of the results obtained via a
mail survey versus an Internet survey was conducted. The results from the two
survey methods were comparable for most major indicators.9 Results from that time-
frame were also analogous to telephone surveys for aided recognition.10
This report discusses the results of the 2015 CEE ENERGY STAR Household
Survey, building on prior years' survey results and focusing on the extent to which
consumers recognized the ENERGY STAR label, understood its intended
messages, and utilized (or were influenced by) the label in their energy-related
purchase decisions. Research questions of interest included:
• Where do consumers see or hear about the ENERGY STAR label?
• How does increased publicity impact consumer ENERGY STAR label
recognition, understanding, and influence?
• Which key messages about the ENERGY STAR label are consumers retaining?
• Do consumers demonstrate loyalty to the ENERGY STAR label?
The survey was fielded from October 21 through November 2, 2015.11
The remainder of Appendix A discusses the questionnaire design, sampling and
weighting methodologies, data collection, and the national analysis. See Appendix
D for survey questions.
9 National Analysis of CEE 2001 ENERGY STAR Household Surveys. U S. EPA, 2002.
10 Tannenbaum. Bobbi and Shel Feldman. "ENERGY STAR Awareness as a Function of Survey Method." IEPEC, 2001.
11 The 2014 survey was fielded from November 11 to November 20, the 2013 survey was fielded from September 17 to October 1,
the 2012 survey from October 4 to October 15, and the 2011 survey from September 27 to October 10. It is not known whether
this shift in timeframe had an influence on 2015 results.
A-1
-------
1. QUESTIONNAIRE DESIGN
In 2015, CEE conducted the ENERGY STAR survey using a questionnaire
designed to be delivered by Internet/WebTV. The survey was conducted via an
interactive Internet format with a random sample of households that are members of
an Internet-based panel. Both the panel as a whole and the sample of households
completing the survey were selected by address-based sampling (ABS) and
recruited by telephone.12 Participants in this survey were then randomly selected
from the panel. Only one member per household in the random sample was
contacted. Households selected for previous years' surveys were not eligible to
participate in the 2015 survey.
The panel is designed to be representative of the U.S. population. Panel members
without their own Internet access are provided with a laptop and an Internet service
connection. Households that already have Internet service receive other incentives
to participate in the panel. Panel members respond to questionnaires administered
to them via the Internet. They receive no more than three to four short
questionnaires each month, and are expected to respond to a certain percentage
of them.
Data collected using the 2015 Internet questionnaire may in most cases be
compared with data collected using the Internet questionnaires fielded in previous
years, for which CEE was also responsible.
1.1 Survey Objectives
CEE had several broad objectives in designing the 2015 questionnaire including:
• To fine-tune the questionnaire based on lessons learned from prior years'
analyses, while maintaining the ability to analyze the results against those from
the 2014 CEE survey.
12 In previous years, the panel was recruited via random-digit dial. GfK believes that ABS offers advantages, including coverage
of cell-phone-only households, and analysis of non-response bias. More information is available at:
http://www.knowledgenetworks.com/accuracy/fall-winter2010/abs-fall2Q10.html.
A-2
-------
The 2015 Internet questionnaire addressed the following:
• Respondent recognition and understanding of the ENERGY STAR label.
• Key messages communicated by the ENERGY STAR label.
• Products on which respondents have seen the ENERGY STAR label.
• Products that respondents have shopped for or purchased in the past year.
• Products that respondents have purchased that displayed the ENERGY STAR
label on the product, packaging, or instructions.
• Influence of the presence or absence of the ENERGY STAR label on the
purchase decision.
• Whether purchases of ENERGY STAR-labeled products involved rebates or
reduced-rate financing.
• Likelihood of having purchased ENERGY STAR-labeled products in the
absence of rebates or reduced-rate financing.
• Likelihood of recommending ENERGY STAR-labeled products to a friend and
other measures of loyalty to the ENERGY STAR label.
• Satisfaction with ENERGY STAR-labeled products versus products without
the ENERGY STAR label.
• Demographic questions (most of the demographic questions were not asked in
the Internet survey as the demographic characteristics of the respondents were
already on file).
• Respondent recognition and understanding of ENERGY STAR Most Efficient
and ENERGY STAR "Connected".
A-3
-------
1.2 Internet Questionnaire
The interactive format of an Internet questionnaire allows questions to be asked in
a way that is not possible with a printed questionnaire. On printed questionnaires,
respondents can see questions in advance and may be tempted to read the entire
questionnaire before completing it, potentially educating themselves in a limited
way about the subject and affecting their responses.
The Internet questionnaires ask respondents—without showing the ENERGY
STAR label—whether they have ever seen or heard of the ENERGY STAR label.
Responses to this question should thus be comparable to those obtained through a
telephone survey. The Internet questionnaires then show the ENERGY STAR
label(s) (which is not possible with a telephone survey) and ask again about
recognition and understanding. As a result, responses to these questions should be
comparable to those obtained through a mail survey where respondents are shown
the label.
Another difference between a mail questionnaire and an Internet questionnaire is
that the latter—like a telephone questionnaire using computer-assisted telephone
interviewing (CATI)—can program lines of questions based on responses to earlier
questions. For example, respondents to an Internet questionnaire who say they
bought a given product in the past year can then be asked whether that specific
product (or its packaging or instructions) had the ENERGY STAR label.
Thus, the Internet survey is able to combine some of the attributes of both print and
telephone surveys.
A-4
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1.3 Changes to the Questionnaire
The 2015 questionnaire was very similar to the 2014 questionnaire. The only
change to the 2015 questionnaire from the previous year was the addition of a new
question.13
In 2015, the below new question was asked to light bulb installers to better capture
the different types of bulbs primarily purchased and installed.
Q12d_1: What kind of bulb(s) did you purchase? Please indicate the primary type
purchased:
• Compact fluorescent light bulb (CFL)
• Incandescent light bulb
• Halogen light bulb
• Light-emitting diode (LED)
• Don't know
13 Appendix D: 2015 Survey Questions and Flow Chart provide a graphical presentation of the survey questions and skip patterns.
A-5
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1.4 Determination of Aided Recognition
In the 2015 analysis, the determination of aided recognition was based on the
responses to five questions. This is the same sequence and numbering used in the
2014 survey. Specifically:
ES3A: Is this the label you have seen or heard of before? (Respondents were
randomly shown either the old or new ENERGY STAR label. This question was
asked to respondents who said they had seen or heard of the ENERGY STAR
label.)
ES3B: Have you seen or heard of this version of the ENERGY STAR label? (In this
question, asked after ES3A, respondents were shown the label not shown in the
previous question.)
ES3C: Please look at the ENERGY STAR label on the left. Have you ever seen or
heard of this label? (Respondents were randomly shown either the old or new
ENERGY STAR label. This question was asked to respondents who said they had
not seen or heard of or didn't know whether they had seen or heard of ENERGY
STAR.)
ES3D: Have you seen or heard of this version of the ENERGY STAR label? (In this
question, asked after ES3C, respondents were shown the label not shown in the
previous question.)
ES6: Now that you had the opportunity to see the ENERGY STAR label, do you
recall seeing or hearing anything about it before this survey? (This question was
asked to respondents who answered "no" or "don't know" to ES3A and ES3B. It was
also asked to all respondents who answered ES3C and ES3D.)
• Respondents who answered ES3A, ES3B, ES3C, ES3D, or ES6 "yes" were
categorized as recognizing the ENERGY STAR label (aided).
• Respondents who did not answer ES3A, ES3B, ES3C, or ES3D "yes" and
answered ES6 "no," were categorized as not recognizing the label (aided).
• Respondents who did not answer ES3A, ES3B, ES3C, or ES3D "yes" and
answered ES6 "don't know" or refused to answer ES6 were not included in the
analysis of aided recognition. (Their data were set to missing.)
A-6
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2. SAMPLING
2.1 Designated Marketing Areas' Publicity Categories
The same publicity classification procedure used in the past 14 years was used in
2015. The original intent of the classification was to be able to assess the effect of
local energy efficiency program publicity on awareness. The majority of these
local efficiency programs historically have been supported by utility rate-payer
funded energy efficiency programming.
The same publicity classification procedures have been used in each of the past
14 years, which was based on the following criteria:
• High publicity: Active local ENERGY STAR program recently sponsored by a
utility, state agency, or other organization for 2 or more continuous years. The
activities must include sustained promotions and publicity from non-federal
sources.
• Low publicity: Federal campaign activities only and no significant regional
program sponsor activities.
• Other: All other DMAs.
In 2009 a decision was made to retain the prior year's publicity classification of the 57
largest DMAs - in essence preserving the historical classification for future study
years.
The key working definitions are:
• Recent: The 2 years of activity must include the time period during which the
survey was in the field.
• Sustained: The 2 years of activity must be continuous.
• Significant: In addition to any direct federal publicity efforts, publicity efforts
must include a deliberate and multifaceted regional program sponsor investment
in ENERGY STAR programming, such as direct marketing efforts or the creation
and distribution of promotional material.
Each of the Top 57 DMAs was classified according to these three criteria, and
sampled based on that classification. For the purpose of this report, low publicity
and other publicity are combined in the analysis and referenced as non-high-
publicity areas. One reason for combining these categories in the analysis is that
over time, the population of low-publicity DMAs has dropped to about 15 percent,
while high- publicity DMAs now account for about half of U.S. television households.
A-7
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2.2 Sample Design
The sampling frame for this national survey included all households in any DMAs
that together accounted for about 70 percent of U.S. television households. As in
prior years, to facilitate comparison across years, the national results were based
only on data collected from respondents from the 57 largest DMAs.14
CEE members may choose to sponsor more intensive sampling (i.e., an
oversample) in selected localities. In 2015, no CEE member chose to sponsor an
oversample.
As in previous years' studies, the Top-57 DMAs in the sampling frame were
classified by publicity category, so the effect of local energy-efficiency program
publicity on national awareness could be considered. The same publicity
classification procedure used in the past 14 years was used this year.
Program publicity has expanded over the past fifteen years. Originally, high-
publicity, low-publicity, and other groups had similar numbers of households, and so
the sample was allocated equally among the three groups. Beginning in 2010, the
number of respondents in each stratum was chosen in proportion to that stratum's
share of the U.S. population living in DMAs. As in the past for the national sample,
the three publicity categories (the top 57 DMAs) comprise 1,000 respondents.
A list of the large DMAs and their publicity category assignments is provided in the
table below. A map that shows the large DMAs and their publicity categories follows.
14 Analysis included in the 2010 report showed no statistical difference for key metrics between the 57 largest DMAs and all 210
DMAs.
A-8
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Large(To
p 57) DMAs13
Rank
Designated Market Area (DMA)
TV Households
2014-2015
Publicity
Category
Number
% of
US
1
New York
7,442,270
6.539
High
2
Los Angeles
5,523,800
4.854
High
3
Chicago
3,477,250
3.055
High
4
Philadelphia
2,953,760
2.595
Other
5
Dallas-Ft. Worth
2,603,680
2.288
Other
6
San Francisco-Oak-San Jose
2,476,860
2.176
High
7
Boston (Manchester)
2,423,640
2.130
High
8
Washington, DC (Hagrstwn)
2,408,990
2.117
High
9
Atlanta
2,334,520
2.051
High
10
Houston
2,301,230
2.022
Other
11
Phoenix (Prescott)
1,834,360
1.612
High
12
Detroit
1,833,320
1.611
Other
13
Tampa-St. Pete (Sarasota)
1,822,550
1.601
Other
14
Seattle-Tacoma
1,802,920
1.584
High
15
Minneapolis-St. Paul
1,730,170
1.520
High
16
Miami-Ft. Lauderdale
1,632,760
1.435
Other
17
Denver
1,565,760
1.376
Other
18
Orlando-Daytona Bch-Melbrn
1,472,960
1.294
Other
19
Cleveland-Akron (Canton)
1,469,190
1.291
Other
20
Sacramnto-Stkton-Modesto
1,345,960
1.183
High
21
St. Louis
1,226,860
1.078
Other
22
Pittsburgh
1,173,320
1.031
Other
23
Portland, OR
1,154,070
1.014
High
24
Charlotte
1,154,040
1.014
Other
25
Raleigh-Durham (Fayetvlle)
1,135,920
0.998
Low
26
Baltimore
1,092,620
0.960
Other
27
Indianapolis
1,082,690
0.951
Other
28
San Diego
1,054,350
0.926
High
29
Nashville
1,002,840
0.881
Low
30
Hartford & New Haven
968,450
0.851
High
31
Kansas City
923,290
0.811
Other
32
Columbus, OH
913,550
0.803
Other
33
San Antonio
911,680
0.801
Low
34
Salt Lake City
897,390
0.789
High
35
Milwaukee
893,210
0.785
High
36
Cincinnati
876,290
0.770
Low
37
G ree n v I l-S pa rt-As h ev I l-An d
842,020
0.740
Low
38
West Palm Beach-Ft. Pierce
789,710
0.694
Low
15
Publicity categories are the same as 2014.
A-9
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Rank
Designated Market Area (DMA)
TV Households
2014-2015
Publicity
Category
Number
% of US
39
Austin
729,300
0.641
High
40
Grand Rapids-Kalmzoo-B.Crk
724,100
0.636
41
Las Vegas
718,820
0.632
High
42
Norfolk-Portsmth-Newpt Nws
714,410
0.628
43
Birmingham (Ann and Tusc)
710,180
0.624
Low
44
Oklahoma City
704,490
0.619
45
Harrisburg-Lncstr-Leb-York
704,160
0.619
Other
46
Greensboro-H.Point-W.Salem
689,040
0.605
47
Albuquerque-Santa Fe
679,380
0.597
Other
48
Jacksonville
659,630
0.580
49
Louisville
656,900
0.577
High
50
Memphis
653,560
0.574
51
New Orleans
641,150
0.563
Other
52
Buffalo
612,110
0.538
53
Providence-New Bedford
605,930
0.532
High
54
Fresno-Visalia
568,900
0.500
55
Wilkes Barre-Scranton-Hztn
563,540
0.495
Low
56
Little Rock-Pine Bluff
555,370
0.488
57
Richmond-Petersburg
548,680
0.482
Other
Total
80,987,900
71.161
A-10
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Large (Top 57) DMAs by Publicity Category16
2015
o o.
H "High" publicity category
L "Low" publicity category
O "Other publicity category
16 There were no large DMAs in either Alaska or Hawaii.
A-11
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2.3 Weighting Procedures
GfK, the company that provided the Internet survey service, developed the weights
used in the analysis. GfK first adjusted its panel members for known disproportions
due to the panel's original selection and recruitment design and then proceeded with
a post-stratification weighting that accounted for differences between the panel and
the U.S. population. The adjustment to this typical sampling weight approach was
based on geographic and demographic characteristics known for both the panel and
the population (refer to Appendix B). It effectively scales up under-represented
population dimensions in the panel and scales down dimensions that are over-
represented in the panel. This more closely aligned the panel with the basic
demographic characteristics of the U.S. population.
After the field data were collected, GfK further adjusted the sampling weight to
account for survey non-response. The correction for survey non-response is
analogous to the adjustment for differences between the panel members and the
U.S. population. It was based on geographic and demographic characteristics
known for both the sample of panel survey completes and the entire sampling
frame for the study. The weighting scaled up under-represented population
dimensions and scaled down over-represented dimensions in the sample of survey
completes. This more closely aligned the sample of survey completes with the
basic demographic characteristics of the entire sampling frame for the study.
A-12
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3. DATA COLLECTION
3.1 Survey Fielding Period
The survey began on October 21 and closed on November 2, 2015.
3.2 Response Rate
The overall response rate was 7 percent for the CEE 2015 ENERGY STAR
Household Survey. This level of response is typical for GfK's surveys.
For an Internet survey, the response rate is defined as the product of the return
rate, which is survey-specific, and the recruitment rate. The return rate is the ratio of
the number of questionnaires completed to the number of panel members asked to
complete the questionnaire. For the CEE 2015 ENERGY STAR Household Survey,
the return rate was 51 percent. While this number is quite high, it must be adjusted
by the recruitment rate, which is the number of households that agreed to
participate in GfK's panel as a proportion of the number of households asked to
participate. The recruitment rate was 13 percent. Thus, the response rate for the
CEE 2015 ENERGY STAR Household survey was the product of the survey-
specific return rate of 51 percent and the recruitment rate of 13 percent. This
product is equivalent to the ratio of the number of questionnaires completed to the
number of households that were offered the opportunity to be in the study.
CEE 2015 ENERGY STAR Household Survey Response Rate17
Response Rate Factors
Number
or % of
Respondents
Sendout/requested
1,965
Completed
1,000
Return rate
51%
Recruitment rate
13%
Response rate
7%
17
Only respondents from Top57 DMAs are included in this table.
A-13
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4. NATIONAL ANALYSIS
4.1 DMAs Included
To facilitate comparisons across years, the national results were based only on
data collected from respondents from the 57 largest DMAs. In 2015, data were only
collected from respondents in the 57 largest DMAs.
4.2 Treatment of "Don't Know" Responses and Refusals
For most questions, how "don't know" responses or refusals are handled has a
negligible effect on the results. Still, it is necessary to make a decision as to how
they should be handled. The results presented in this report for a given question do
not include "don't know" responses or refusal to answer (i.e., the results for a given
question were calculated after any "don't know" responses to that question or
refusals to answer that question were set to missing).
A-14
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APPENDIX B: DEMOGRAPHICS
This appendix presents the relationship between the demographic characteristics
found in the weighted survey data and the corresponding characteristics in the study
population of all U.S. households. Professional survey and data collection firms
make significant efforts to ensure the rigor of their methods and to produce the
highest quality results. Each year, GfK—the company that maintains the Internet-
based survey panel used in this analysis—strives to create a panel that is
representative of the U.S. population. However, as in any survey effort, those who
respond to surveys tend to be different from those who do not. In this case, the
panel used for this survey may contain subjects that are receptive to the incentive-
for-service tradeoff and introduce associated biases.
Weighting used in the analyses of this report is applied to account for differences
between the Internet-based panel and the U.S. population. If weighting was
accomplished perfectly, the distribution of various demographic characteristics in
the weighted survey data would be the same as the distribution of those
characteristics in national Census data. For most demographic characteristics, the
two distributions are quite similar. This suggests the weighted survey results are a
reasonable representation of the study population. A summary of the comparisons
of demographic characteristics is provided in the table below. Detailed comparisons
are provided in tables presented at the end of this appendix.
Summary of Distribution Comparisons
Demographic Characteristic
Largest Difference (Absolute Value):
Survey Estimate Less Census %
Number of persons in household
One
8.3%
Householder/respondent age
18-24a
8.7%
Householder/respondent gender
Gender
+/- 0.7%
Dwelling type
Single-family, attached
4.6%
Own/rent
Own/rent
+/-1.5%
Household annual income
$75,000 and overb
10.3%
aCensus, under 25 years; WebTV/Internet, 18-24 years.
bCensus, $50,000-$80,000 and $80,000 and over.
The largest differences (in absolute value) between the weighted survey data and
national Census data, at 10.3 and 8.7 percentage points, are the proportion of
households in the $75,000 and over income category and the proportion of
householder/respondent age 18-24, respectively. The difference in the proportion of
one person households is the third largest, at -8.3 percentage points, and the
number of single-family, attached home dwellings is the fourth largest, at 4.6
percentage points. The combined under-representation of single-person
households and over-representation of higher income households are not expected
to bias the survey results in any particular direction. Differences between the
weighted survey data and Census data for other demographic characteristics of the
population—own/rent, and gender—are all quite small, at less than two percentage
points and one percentage point, respectively.
B-1
-------
Household Size Distribution
Number of
Persons in
Household
Census
% Dwelling
Units3
Survey
Estimate Minus
Census
% Dwelling
Units
One
28%
-8.3%
Two
33%
1.2%
Three
16%
2.0%
Four
13%
2.2%
Five or more
10%
2.9%
Total (%)
100%
Total (1,000s)
115,894
aU.S. Census Bureau, American Housing Survey, 2013, Table C-08-AO.
Age Distribution
Householder/
Respondent
Age
Census
°/
/O
Householders3
Survey
Estimate
Minus Census
°/
/O
Householders
18-24b
4%
8.7%
25-34
17%
-1.4%
35-44
17%
0.8%
45-54
20%
-2.9%
55-64
19%
-0.4%
65 or older
23%
-4.8%
Total (%)
100%
Total (1,000s)
115,894
U.S. Census Bureau, American Housing Survey, 2013, Table C-08-AO.
Census, under 25 years; WebTV/Internet, 18-24 years.
-------
Gender Distribution
Householder/
Respondent
Gender
Census
°/
/O
Population3
Survey
Estimate
Minus Census
% Population
Female
51%
0.7%
Male
49%
-0.7%
Total (%)
100%
aU.S. Census Bureau, 2008-2013 American Community Survey 5-Year Estimates.
Dwelling Type Distribution
Dwelling Type
Census
% Dwelling
Units3
Survey
Estimate Minus
Census
% Dwelling
Units
Single-family, unattached
65%
0.5%
Single-family, attached
6%
4.6%
Bldg. (>=2 units)
24%
-3.5%
Mobile home
5%
-2.7%
Total (%)
100%
Total (1,000s)
115,894
aU.S. Census Bureau, American Housing Survey, 2013, Table C-01-AO.
Own/Rent Distribution
Own/Rent
Census
°/
/O
Households3
Survey
Estimate Minus
Census
% Households
Own
65%
0.0%
Rent
35%
1.5%
Total (%)
100%
Total
(1,000s)
115,894
aU.S. Census Bureau, American Housing Survey, 2013, Table C-01-AO.
-------
Income Distribution
Total Household
Annual Income
(before taxes)
Census
°/
/O
Households3
Survey
Estimate Minus
Census
% Households
Less than
$15,000
13%
-4.8%
$15,000-$24,999
11%
-3.3%
$25,000-$49,999
24%
-2.9%
$50,000-$74,999
18%
0.8%
$75,000 and over
34%
10.3%
Total (%)
100%
Total (1,000s)
122,952
a U.S. Census Bureau, CPS Annual Social and Economic Supplement 2014, Table HINC-01 Selected
Characteristics of Households, by Total Money Income (2013 data).
B-4
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APPENDIX C: ADDITIONAL QUESTIONS FROM 2015 SURVEY
This appendix presents the results of additional ENERGY STAR related questions
in the 2015 survey that were added by CEE since 2005; and are not discussed in
the main body of the report. Topics included in this appendix include:
• ENERGY STAR Designation
• ENERGY STAR Product Satisfaction
• Consumer Perceptions
• Purchasing Decisions
• Light Bulb Purchaser Questions
• Most Efficient Designation
• ENERGYSTAR.gov Question
• ENERGY STAR "Connected" Questions
C-1
-------
1. ENERGY STAR DESIGNATION
Thirty-nine percent of households that recognized the ENERGY STAR label (aided)
thought that the U.S. government decides if a product deserves the label, this
proportion of households is similar to 2014 at 36 percent (p-value = 0.4160).
Twenty-three percent thought product manufacturers make the decision. Twenty-
one percent thought Underwriters Laboratories makes this decision, this was 22
percent in 2014. All 2015 and 2014 proportions are statistically similar to each
other.
Designates ENERGY STAR-Labeled Product
(Base = Recognize label (aided), n=495)
1
Underwriters Laboratories
Electric and gas utility
Product manufacturer
U.S. government
Retailer/store
Other
39%
0% 20% 40% 60% 80% 100%
Note: QB: "As far as you know, who decides if a product deserves the ENERGY STAR
label?"
C-2
-------
2. ENERGY STAR DESIGNATION BY PUBLICITY CATEGORY
In 2015, high-publicity areas and non-high-publicity areas identified the entity they
believed designates the ENERGY STAR label in similar proportions in all
categories. Thirty-nine percent in high- and non-high-publicity areas identified the
"U.S. government" as the entity that designates the ENERGY STAR label. The
second most identified entity was "product manufacturers" at 22 percent in high-
and 26 percent in non-high-publicity areas; this difference is not statistically
significant (p-value = 0.4078).
Designates ENERGY STAR-Labeled Product by Publicity Category
(Base = Recognize label (aided), n=267)
U.S. government
I 39%
J 39%
Product manufacturer
|22%
26%
Underwriters Laboratories
21%
21%
Electric and gas utility
I 15%
13%
~ High Publicity
~ Non-High Publicity
Other
Retailer/store
0% 10% 20% 30% 40% 50%
C-3
-------
3. ENERGY STAR PRODUCT SATISFACTION
For most products, household satisfaction with a given product in a product
category that has an ENERGY STAR specification does not appear to vary based
on whether or not the product had an ENERGY STAR label. Respondents were
asked to rate their satisfaction on a scale of 1 to 5, where 1 means "very
dissatisfied" and 5 means "very satisfied." Products with the ENERGY STAR label
showed significantly higher average satisfaction ratings than the same products
without the label, at 4.2 and 3.9 respectively (p-value = 0.0116). In addition,
ENERGY STAR-labeled light bulbs received higher satisfaction ratings compared
with the unlabeled versions. This difference is statistically significant at the 10-
percent level (p-value = 0.0765).
Overall, 2015 customer satisfaction with ENERGY STAR products is similar to
2014 for both ENERGY STAR and non-ENERGY STAR products, (p-value =
0.8460). Two ENERGY STAR-labeled products showed a decrease in customer
satisfaction between 2014 and 2015; these products were skylights and roofing
materials. These decreases were both significant at the 10-percent level (p-value =
0.0807 and p-value = 0.0831, respectively). In addition, two product categories in
the list-thermostats and microwave-are not currently eligible for the ENERGY
STAR designation.
C-4
-------
ENERGY STAR vs. Non-ENERGY STAR-Labeled Product Satisfaction
18 19
(Bases = Recognize label (aided) and purchased specified product )
Average Satisfaction (1=verv dissatisfied. 5=verv satisfied)
"Overall (ne=319, n0=279
Insulation (ne=18, n0=11
Television (ne=82, n0=47
Gas water heater (ne=37, n0=14
Room air conditioner (ne=35, n0=8
Washing machine (ne=46, n0=20
*Light bulb (ne=191, n0=195
Audio product (ne=13, n0=19
Lighting fixture (ne=54, n0=45
Thermostat (ne=29, n0=12
All-in-one printer (ne=51, n0=33
Window (ne=29, n0=19
Microwave oven (ne=44, n0=22
DVD (ne=29, n0=20
Computer or monitor (ne=49, n0=46
Computer printer (ne=25, n0=18
Central A/C (ne=22, n0=13
Refrigerator (ne=61, n0=29
Door (ne=28, n0=17
Furnace/boiler (ne=24, n0=4
Heat pump (ne=8, n0=7
Roofing materials (ne=16, n0=11
Dishwasher (ne=35, n0=19
Skylight (ne=3, n0=3
Newly built home (ne=6, n0=3
Dehumidifier (ne=12, n0=6
Fax Machine (ne=5, n0=2
Scanner (ne=11, n0=4
Copying machine (ne=5, n0=4
~ ENERGY STAR-labeled product
14 3
1 4
1 3 6
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3
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4 1
42
4.1
3^ 4 1
zzzza 4.0
'3 9
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^3.9
~3 ^
//////////////////////////////////////////////////a 4 0
i ^ g
4.5
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] 4.5
12 3 4
~ Non-ENERGY STAR-labeled product
** ENERGY STAR and Non-ENERGY STAR product proportions are statistically different from
each other at the 5-percent level of significance (p-value < 0..05).
* ENERGY STAR and Non-ENERGY STAR product proportions are statistically different from
each other at the 10-percent level of significance (p-value < 0.10).
18 ne = number of respondents that recognized the label (aided) and purchased this product with an ENERGY STAR label
nO = number of respondents that recognized the label (aided) and purchased this product without an ENERGY STAR label
19 There is no ENERGY STAR designation for microwave ovens or thermostats.
C-5
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4. CONSUMER PERCEPTIONS
Survey respondents that recognized the ENERGY STAR label (aided) were asked
to indicate how strongly they agree or disagree with a number of attitudinal
statements about ENERGY STAR-labeled products.20 The statements were shown
to respondents in random order.
For purposes of discussion, the statements are grouped into four categories:
• Environmental and social responsibility messaging
• Purchasing preference
• Product attributes and performance
• Technology affinity
The 2015 survey results indicate that households generally agree with positive
statements about the ENERGY STAR label and disagree with negative statements
about the label.21 Similar to 2014 results, few statements elicit strong agreement or
strong disagreement among substantial proportions of households; in contrast, a
number of statements generated neutral responses from a sizeable proportion of
households. A more detailed discussion of the findings regarding the attitudinal
statements is provided on the following pages. Reports in previous years have
included a section on consumer perceptions by publicity category. In 2015, there
were no statistically significant differences in consumer perceptions between highl-
and non-high publicity areas.
20
These statements are numbered Q16a through Q16w in the survey.
21 In this discussion, the term "agree" is used to correspond to survey responses of "strongly agree" or "somewhat agree "
Similarly, the term "disagree" corresponds to survey responses of "strongly disagree" or "somewhat disagree "
C-6
-------
Response to Categorical Statements Regarding Messaging,
Purchasing, and Product Attributes - Agreement with Positive Statements
(Base = Recognize label (aided))
For each attitudinal statement, respondents were asked whether they strongly agree, somewhat agree, neither
agree nor disagree, somewhat disagree, or strongly disagree. The response of "neither agree nor disagree" is
described as "Neutral" in the chart below and the discussion that follows. In the chart, the results for the "Neutral"
response category are shown in text and not depicted in the bar graph. The results for the other four response
categories are depicted in the bar graph.
[2| Strongly disagree | Somewhat disagree ~ Somewhat Agree Strongly agree
ENVIRONMENTAL/ SOCIAL RESPONSIBILITY
MESSAGING
-100%-80% -60% -40% -20%
Buying ENERGY STAR-labeled products makes me feel
like I'm helping to protect the environment for future
generations
(n=839)
Buying ENERGY STAR-labeled products makes me feel like
I'm contributing to society
(n=839)
37% Neutral
41% Neutral
20% 40%
80%
PURCHASING PREFERENCE
If I cannot find the kind of product I am looking for with
an ENERGY STAR label. I will shop elsewhere rather
than buy a product that does not qualify for the label
(n=839)
45% Neutral
I consider myself loyal to ENERGY STAR-labeled products 50% Neutral
(n=839)
I consult energystar.gov for information on saving energy 350^ Neutral
(n=839)
PRODUCT ATTRIBUTES/PERFORMANCE
ENERGY STAR products provide me with more benefits oq0/ mpi ,trai
than products without the ENERGY STAR label ixeuudi
(n=839)
ENERGY STAR-labeled products offer better value
than products without the label
(n=838)
If I see the ENERGY STAR label, I know I'm getting a
more energy-efficient product
(n=839)
When I buy a product with the ENERGY STAR label,
I can always be sure it's high quality
(n=839)
46% Neutral
28% Neutral
53% Neutral
i
¦
-100%-80% -60% -40% -20% 0% 20% 40% 60% 80%
C-7
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Response to Categorical Statements Regarding Messaging,
Purchasing, and Product Attributes - Agreement with Positive Statements (Cont.)
(Base = Recognize label (aided))
(23 Strongly disagree ¦ Somewhat disagree ~ Somewhat agree 0 Strongly agree
1 1 1 1 1 1 1 1 1 I
-100%-80% -60% -40% -20% 0% 20% 40% 60% 80%
Technology Assessment
I am willing to pay more money for a product that saves
the most energy 39% Neutral
(n=839)
I like to have the most advanced technology available to 44% Neutral
me
(n=839)
I consider myself up to date with technology
(n=839)
42% Neutral
I 1 1 1 1 1 1 1 1 1
-100%-80% -60% -40% -20% 0% 20% 40% 60% 80%
Response to Categorical Statements Regarding Messaging,
Purchasing, and Product Attributes - Disagreement with Negative Statements
(Base = Recognize label (aided))
For each attitudinal statement, respondents were asked whether they strongly agree, somewhat agree, neither
agree nor disagree, somewhat disagree, or strongly disagree.. The response of "neither agree nor disagree" is
described as "Neutral" in the chart below and the discussion that follows. In the chart, the results for the "Neutral"
response category are shown in text and not depicted in the bar graph. The results for the other four response
categories are depicted in the bar graph.
(21 Strongly disagree ¦ Somewhat disagree ~ Somewhat agree £2 Strongly agree
1 1 1 1 1 1 1 1 1 1
-100%-80%-60%-40%-20% 0% 20% 40% 60% 80%
PRODUCT ATTRIBUTES/PERFORMANCE
Buying ENERGY STAR-labeled products makes me
feel like I'm spending extra money for nothing 40% Neutral
(n=839)
ENERGY STAR labeled products are no
different from other products
(n=840)
In the long run, I dont believe ENERGY
STAR labeled products save me money
(n=839)
I don't trust that ENERGY STAR labeled
products save the energy they're supposed to
(n=839)
36% Neutral
40% Neutral
39% Neutral
-100%-80% -60% -40% -20% 0% 20% 40% 60% 80%
C-8
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4.1 Environmental and Social Responsibility Messaging
The development of the environmental and social responsibility messaging of the
ENERGY STAR label has been a strong focus of the national ENERGY STAR
education campaign. In the 2015 survey, two statements addressed the label's
messaging in these areas: "Buying ENERGY STAR-labeled products makes me feel
like I'm helping to protect the environment for future generations" and "Buying
ENERGY STAR-labeled products makes me feel like I'm contributing to society."
Of households that recognize the ENERGY STAR label, the proportion that either
strongly or somewhat agree with the statement that by buying ENERGY STAR-
labeled products they feel they are helping protect the environment was larger in
2015 (56 percent) than in 2014 (50 percent); this difference is statistically significant
at the 5-percent level (p-value = 0.0415). Forty-nine percent of ENERGY STAR
aware households strongly or somewhat agree that by purchasing ENERGY STAR-
labeled products they feel they are contributing to society; this percentage is larger
(p-value = 0.0032) than the 2014 result (41 percent).
4.2 Purchasing Preferences
Increasing consumers' preferences for purchasing ENERGY STAR-labeled products
is also an intended outcome of the national education campaign. Three separate
statements were included in the 2015 survey to investigate households' views of
their purchasing preferences with respect to ENERGY STAR-labeled products. This
year, 9 percent of households somewhat or strongly agree with the statement, "I
consult energystar.gov for information on saving energy," This is higher than 2014
(7 percent) at the 10-percent significance level (p-value™ 0.0640). Thirty-five percent
of households in 2015 are neutral, similar to 2014 (32 percent), and 56 percent
somewhat or strongly disagree to the statement, decreasing from 61 percent in
2014 (p-value = 0.0538).
In 2015, twenty-three percent of households either strongly or somewhat agree
with the statement, "If I cannot find the kind of product I am looking for with an
ENERGY STAR label, I will shop elsewhere rather than buy a product that does
not qualify for the label." This is similar to 19 percent in 2014 (p-value = 0.1050).
Fewer households (32 percent) either strongly or somewhat disagree; this is down
from 2014 (38 percent) and is statistically significant at the 5-percent level (p-value
0.0208). Forty-five percent of households are neutral in their level of agreement or
disagreement with this statement of their purchasing behavior; this is similar to 42
percent in 2014 (p-value = 0.3953).
Twenty-six percent of households agree with the statement addressing
households' views of their purchasing preferences: "I consider myself loyal to
ENERGY STAR products." This is up from 2014 (22 percent) and is statistically
significant at the 10-percent level (p-value = 0.0730). Disagreement with this
statement was 24 percent, which is down from 2014 (29 percent) and is statistically
significant at the 10-percent level (p-value = 0.0556).
C-9
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4.3 Technology Affinity
Since 2012, the following questions were asked in order to support research
interest related to advanced technologies:
• On a scale by the following statement (1 = Strongly Disagree to 5 = Strongly
Agree), please indicate how strongly you agree or disagree with the statement,
"I am willing to pay more money for a product that saves the most energy."
• On a scale by the following statement (1 = Strongly Disagree to 5 = Strongly
Agree), please indicate how strongly you agree or disagree with the statement,
"I like to have the most advanced technology available to me."
• On a scale by the following statement (1 = Strongly Disagree to 5 = Strongly
Agree), please indicate how strongly you agree or disagree with the statement,
"I consider myself up to date with technology."
In 2015, 45 percent of households agree either somewhat or strongly with the
statement, "I am willing to pay more money for a product that saves the most
energy." Thirty-nine percent of households are neutral in their level of agreement or
disagreement with this statement. Sixteen percent of households either somewhat
or strongly disagree with this statement addressing households' willingness to pay
more for a product that saves the most energy. These proportions are statistically
similar to the 2014 results, where 45 percent of households agreed, 37 percent
were neutral, and 18 percent disagreed with the above statement.
Thirty-eight percent of households agreed (either somewhat or strongly) with the
statement, "I like to have the most advanced technology available to me." Forty-four
percent are neutral, and 18 percent disagreed (either somewhat or strongly) with this
statement. All of these proportions are similar to the 2014 results with p-values >
0.10.
When compared to 2014 (44 percent), a smaller proportion of households in 2015 (39
percent) agree (either somewhat or strongly) with the statement, "I consider myself up
to date with technology." This difference is statistically significant at the 10-percent
level (p-value = 0.0844). Forty-two percent are neutral compared to 37 percent in
2014. This difference is statistically significant at the 10-percent level (p-value =
0.0651). Nineteen percent somewhat or strongly disagree with this statement; this is
statistically similar to the 2014 result (20 percent).
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4.4 Product Attributes and Performance
Another goal of the national ENERGY STAR education campaign has been to inform
consumers that ENERGY STAR-labeled products are more energy efficient than
non-labeled products. The degree to which this goal is being accomplished is
addressed in the 2015 survey by asking respondents their level of agreement or
disagreement with the statement, "!f I see the ENERGY STAR label, I know I'm
getting a much more energy-efficient product." Sixty-six percent of respondents
either strongly or somewhat agree with this statement, which is similar to 64 percent
in 2014 (p-value = 0.3874) This continues to indicate a perception among
consumers that the ENERGY STAR label indicates superior performance with
respect to energy efficiency relative to products without the label.
The survey addressed perceptions of product quality. Survey respondents were
asked the level at which they agreed or disagreed with the statement, "When I buy
a product with the ENERGY STAR label, I can always be sure it's high quality."
Thirty- two percent of households either strongly or somewhat agree with this
statement, 53 percent are neutral and 15 percent disagree with this statement.
These results are similar to last year's results.
A number of attitudinal statements were included in the survey to measure
consumers' perceptions of ENERGY STAR-labeled product value. One of these
statements is "ENERGY STAR products provide me with more benefits than
products without the ENERGY STAR label." The results show that 53 percent either
strongly or somewhat agree with the statement; this is larger than the 2014 result
(41 percent) and is statistically different at the 1 -percent level (p-value < 0.0001). A
smaller percentage of households disagree in 2015 (7 percent) compared to 11
percent in 2014 (p-value = 0.0062). On another statement regarding product
value, "ENERGY STAR-labeled products offer better value than products without
the label," 47 percent of households either strongly or somewhat agree; this is
higher than the 2014 result (35 percent) and is statistically significant at the 1-
percent level (p-value < 0.0001). Seven percent disagree, which is lower than the
2014 result (11 percent) and is also statistically significant at the 1 -percent level (p-
value = 0.0055).
The results related to the statement, "Buying ENERGY STAR-labeled products
make me feel like I'm spending extra money for nothing" provide additional
information on perceptions of product value. In 2015, 47 percent strongly or
somewhat disagree with this statement. Forty percent of households in 2015 are
neutral, and 12 percent agree with this statement. These results are similar to the
2014 results.
C-11
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In 2015, the following negative statements about product performance, added in
2010, were included.
• The statement, "I don't trust that ENERGY STAR-labeled products save the
energy they're supposed to" had only 12 percent agreement, with over four
times as much disagreement (49 percent). The proportions of households that
agree and disagree with these statements in 2015 are similar to the 2014
results.
• The statement, "In the long run, I don't believe ENERGY STAR-labeled products
save me money" also had 12 percent agreement; this is the same as the 2014
result. In 2015, 49 percent of households somewhat or strongly disagree with
this statement. This is similar to 48 percent in 2014.
• Finally, the statement, "ENERGY STAR products are no different from other
products" received only 13 percent agreement and almost four times as much
disagreement (51 percent). While disagreement with this statement remained
similar to 2014 (54 percent), agreement for this statement rose from 10 percent
in 2014. This difference in agreement is significant at the 10-percent level (p-
value = 0.0788).
Fifty-one percent of respondents either somewhat or strongly agree with the
statement, "It seems like most products have the ENERGY STAR label these
days.22" Only 11 percent disagreed with the statement. This suggests people are
recognizing the label on many products. The proportions of households that agree
and disagree with these statements in 2015 are similar to the 2014 results.
22
This statement was deemed neither positive nor negative so it does not appear in the previous chart.
C-12
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5. PURCHASING DECISIONS
At the end of the survey, respondents were asked to characterize their role in the
household purchasing decisions. The results indicate that the vast majority of those
represented are primary decision makers, meaning they usually make household
purchasing decisions alone or share equally in these decisions. As can be seen
below, this varies little across product categories. Seventy-six percent of individuals
were primary decision makers for their household's home electronics purchases
and for home appliance/lighting purchases.
Role in Household Purchasing Decisions
(Base = All respondents)
Home Appliances/
Lighting (n=960)
Home Electronics
(n=962)
Heating & Cooling
Products (n=957)
Home Office Equipment
(n=954)
Building Materials
(n=943)
0% 20% 40% 60% 80% 100%
¦ Usually make decisions or share decisions equally
~ Give input to decisions
El Have no input in decisions
W///M111
^ 14% 12%
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6. LIGHT BULB PURCHASER QUESTIONS
In 2015, 42 percent of all households purchased a light bulb(s). Eighty-seven
percent of households that recognized the label and purchased a light bulb saw the
ENERGY STAR label on the bulb, packaging, or product literature of the purchased
bulb. These results did not vary based on publicity category. All respondents who
indicated they had purchased a light bulb(s) in the past 12 months were asked:
• "Did you install the light bulb(s) you purchased in a light fixture?"
If yes, they're asked:
• "What kind of bulb(s) did you purchase?" (Please indicate the primary type
purchased).
• "What kind of bulb(s) did you replace?" (Check the answer that best describes
most of the replacements you made).
Eighty-eight percent of light bulb purchasers indicated they installed the purchased
light bulb. Of these respondents, 35 percent purchased a CFL, 27 percent
purchased an LED, 7 percent purchased a halogen and 15 percent purchased an
incandescent bulb(s). There were no differences across publicity categories.
Type of Light Bulb Purchased and Installed by Publicity Category
(Base = Installers of light bulb(s) purchased, n=455)
CFL
34%
I 37%
LED
| 29%
25%
H15%
15%
¦ High Publicity
~ Non-High Publicity
Incandescent
Halogen
I 8%
~6%
0% 20% 40% 60% 80% 100%
Note: Q12(d_1) "Which type of bulb(s) did you purchase?'
C-14
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Forty-one percent of respondents replaced an incandescent bulb(s). This
proportion was similar to the same group of respondents in 2014 (39 percent). The
proportion of households who replaced an LED bulb(s) in 2015 (6 percent)
decreased from the proportion of households in 2014 (15 percent). This difference
is significant at the 1-percent level (p-value = 0.0001). In addition, 27 percent of
households in 2015 replaced CFLs, compared to 35 percent in 2014 and this is
significantly different at the 5-percent level (p-value = 0.0169). Lastly, 5 percent of
households in 2015 replaced a halogen bulb(s), compared to 10 percent in 2014.
This difference is also statistically significant at the 5-percent level (p-value =
0.0150). As shown below, in 2015 results by publicity category are similar.
Type of Light Bulb Replaced
(Base = Installers of light bulb(s) purchased, n=455)
Incandescent
CFL
LED
Halogen
6%
6%
5%
5%
42%
38%
27%
26%
¦ High Publicity
~ Non-High Publicity
0% 20%
Note: Q12(e) "Which type of bulb(s) did you replace?"
40%
60%
80% 100%
C-15
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7. LIGHTING FIXTURE PURCHASER QUESTIONS
In 2015, 11 percent of all households purchased fixtures. This is similar to the 2014
proportion (10 percent). Consistent with previous years, purchasers that
recognized the ENERGY STAR label were asked if they saw the label on the
product(s) they purchased. Respondents that reported purchasing an ENERGY
STAR-labeled lighting fixture were asked:
• "Which kind of ENERGY STAR-labeled lighting fixture did you purchase?"
In 2015, 23 percent of ENERGY STAR-labeled lighting fixture purchasers report
purchasing a compact fluorescent-based lighting fixture, this is different from the
2014 result (32 percent), (p-value = 0.0390). The proportion of LED fixtures
purchased in 2015 (41 percent) is similar to the 2014 result (38 percent), (p-value =
0.8865). For all types of ENERGY STAR-labeled lighting fixtures purchased there
are no differences between high- and non-high-publicity areas.
Type of ENERGY STAR-Labeled Lighting Fixture Purchased
(Base = Recognized ENERGY STAR (aided) and
Purchased an ENERGY STAR Lighting Fixture, n=25)
Compact fluorescent-based
lighting fixture
LED-based lighting fixture
Other type of lighting fixture
23%
41%
18%
1 1 1 1 1
0% 20% 40% 60% 80% 100%
Note: Q8A 1-4. Which kind of ENERGY STAR-labeled lighting fixture did you
purchase?
QBA 1-4 is a multiple response question and therefore does not always sum to 100 percent. In
2015, 21 percent of respondents "Don't know" the type of ENERGY STAR lighting fixture
purchased.
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8. ENERGY STAR MOST EFFICIENT QUESTIONS
The 2011 questionnaire added a brief series of questions23 to collect information on
recognition and influence of the ENERGY STAR Most Efficient marketing
designation. Only respondents that recognize the ENERGY STAR label (aided)
were asked the ENERGY STAR Most Efficient questions. These questions were
continued with minor modification in the 2015 survey.
In 2015, 25 percent of households that recognized the ENERGY STAR label (aided)
indicated they had seen or heard of ENERGY STAR Most Efficient. This is greater
than 21 percent of households in 2014 at the 5-percent significance level (p-value =
0.0399). Among households that had seen or heard of ENERGY STAR Most
Efficient:
• Thirty-two percent were aware that products designated ENERGY STAR Most
Efficient 2015 represent a subset of ENERGY STAR qualified products within a
given product category.24 This is similar to the 2014 result of 29 percent (p-value
= 0.6463).
• Just under half (47 percent) recognized the ENERGY STAR Most Efficient
marketing graphic when it was shown to them; this is also similar to 42
percent in 2014 (p-value = 0.4754).
• Sixty-three percent of households agreed (either somewhat or strongly) with
the statement that "All other things equal, I would buy a product because it is
designated as ENERGY STAR Most Efficient." This result is also similar to last
year (56 percent), (p-value = 0.4487).
Response to Statement Regarding Purchase of ENERGY STAR Most Efficient Product
[Base = Recognized ENERGY STAR (aided)]
Would buy a product
because it is ENERGY STAR
Most Efficient
2015
(n=107)
2014
(n=169)
Strongly disagree
1%
8%
Somewhat disagree
2%
4%
Neither agree nor disagree
33%
32%
Somewhat agree
42%
37%
Strongly agree
21%
19%
Total
100%
100%
Sixty-five percent of households in high-publicity areas and 62 percent of households
in non-high-publicity areas strongly agree or somewhat strongly agree
23 The ENERGY STAR Most Efficient questions, Q18 - Q22, are shown in Appendix D: 2015 Survey Questions and Flow Chart on
page D-9.
4 This question was added to the survey in 2013 (Q20: "Were you aware that products designated ENERGY
STAR Most Efficient 2015 represent a subset of ENERGY STAR qualified products within a given product category?").
C-17
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with this statement: "All other things equal, I would buy a product because it is
designated as ENERGY STAR Most Efficient." There are no statistical differences at
the 10-percent level between high-publicity areas and non-high-publicity areas.
Response to Statement Regarding Purchase of ENERGY STAR Most Efficient Product
by Publicity Category
[Base = Recognized ENERGY STAR (aided) and
Recognized ENERGY STAR Most Efficient (unaided)]
¦ High Publicity (n=54)
~ Non-High Publicity (n=53)
Strongly disagree Somewhat disagree Neutral Somewhat agree Strongly agree
C-18
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8.1 ENERGY STAR Most Efficient Influenced (MEI)
The survey results were analyzed by Most Efficient Influenced (MEI) households and
non-Most Efficient Influenced (non-MEl) households to learn about potential
demographic or attitudinal differences. This was done in order to understand the
customer segment that would likely be influenced by the marketing designation
regardless of whether they had been exposed to it or not. MEI households report
having seen or heard of the ENERGY STAR label and the ENERGY STAR Most
Efficient label, and report that they would be influenced by the Most Efficient label.25
MEI households somewhat or strongly agree with the statement, "All other things
equal, I would buy a product because it is designated ENERGY STAR Most
Efficient."
Demographics
Consistent with previous years, the 2015 demographic characteristics of MEI and
non-MEl households were similar. However, the following significant differences
were identified:
• A smaller proportion of MEI households (26 percent) than non-MEl
households (46 percent) have a households pretax income of $75,000 or
more (p-value = 0.0016).
• A smaller proportion of MEI households (51 percent) than non-MEl
households (69 percent) have living quarters owned by someone in the
households (p-value = 0.0130).
25 Most Efficient Influenced (MEI) households are those who are aware of the ENERGY STAR label; have indicated awareness of
ENERGY STAR Most Efficient (unaided recognition, Q18. Have you ever seen or heard of ENERGY STAR Most Efficient?) and
report they would buy a product because it is ENERGY STAR Most Efficient (somewhat or strongly agree with Q22. All other
things equal, I would buy a product because it is designated as ENERGY STAR Most Efficient). All other respondents are non-
MEl.
C-19
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CONSUMER PERCEPTIONS
MEI households are very likely to associate ENERGY STAR with environmental and
social benefits, are very likely to shop where they can find the ENERGY STAR label,
perceive ENERGY STAR products to have superior performance, and are willing to
pay more money for a product that saves the most energy. Consistent with previous
years, MEI households had higher agreement than non-MEl households for all
twelve positive attitudinal statements shown below. Furthermore, eleven of the
positive statements in the table below are statistically significant at the 1 percent
level (p-value < 0.01). The twelfth statement (I am willing to pay more money for a
product that saves the most energy) is also statistically significant, but at the 5-
percent level (p-value = 0.0156).
Response to Categorical Statements Regarding Messaging,
Purchasing, and Product Attributes - Average Response Positive Statements
(Base = Recognize label (aided))
ENVIRONMENTAL/ SOCIAL RESPONSIBILITY MESSAGING
'"Buying ENERGY STAR-labeled products makes me feel like I'm helping to protect the
environment for future generations
'"Buying ENERGY STAR-labeled products makes me feel like I'm contributing to society
PURCHASING PREFERENCE
'"If I cannot find the kind of product I am looking for with an ENERGY STAR label, I will
shop elsewhere rather than buy a product that does not qualify forthe labe
'"I consider myself loyal to ENERGY STAR-labeled products
"* consult energystar.gov for information on saving energy
PRODUCT ATTRIBUTES/PERFORMANCE
'"ENERGY STAR products provide me with more benefits than products without the
ENERGY-STAR label
'"ENERGY STAR-labeled products offer better value than products without the label
'"If I seethe ENERGY STAR label, I know I'm getting a more energy-efficient product
"'When I buy a product with the ENERGY STAR label, I can always be sure it's high quality
TECHNOLOGY AFFINITY
*"l consider myself up to date with technology
"'I like to have the most advanced technology available to me
"I am willing to pay more money for a product that saves the most energy
3.6
4.0
3.9
3.4
2.8
3.5
. 3.6
-1 2.9
2.8
2.2
4.0
3.5
3.9
3.5
4.2
3.8
I 3.8
3.2
3.6
3.2
3.2
3.7
3.7
3.3
¦ MEI
~ Non-MEl
*** MEI and non-MEl averages are statistically different from each other at the 1-percent level of significance
(p-value < 0.01).
** MEI and non-MEl averages are statistically different from each other at the 5-percent level of significance
(p-value < 0.05).
C-22
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MEI and non-MEl averages are statistically different for one of the negative
statements. MEI respondents agree less with the statement, "I don't trust that
ENERGY STAR labeled products save the energy they're supposed to" when
compared to non-MEl respondents. This difference is significant at the 10-
percent level (p-value = 0.0584).
Response to Categorical Statements Regarding Messaging,
Purchasing, and Product Attributes - Average Response to Negative Statements
(Base = Recognize label (aided))
PRODUCT ATTRIBUTES/PERFORMANCE
Buying ENERGY STAR-labeled products makes me feel
like I'm spending extra money for nothing
ENERGY STAR labeled products are no different from
other products
In the long run, I don't believe ENERGY STAR labeled
products save me money
*l don't trust that ENERGY STAR labeled products save
the energy they're supposed to
¦ MEI
~ Non-MEl
0 1 2 3 4 5
* MEI and non-MEl averages are statistically different from each other at the 10-percent level of significance
(p-value < 0.10).
C-22
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9. ENERGY STAR "CONNECTED" QUESTIONS
Consistent with 2014, this year questions were also included at the end of the
survey to assess awareness and understanding of ENERGY STAR "Connected"
products. ENERGY STAR "Connected" products contain a set of advanced energy
saving features such as the following:
• Demand response (DR) status reporting (e.g., normal operation, delay
appliance load, temporary appliance load reduction)
• Remote access to product
• Energy consumption reporting and feedback
• Peak period avoidance
• Smart grid capability
• Product connectivity.
ENERGY STAR and "Connected" Association
In 2015, survey respondents that recognized the ENERGY STAR label (aided) were
asked "Have you ever heard the term 'connected' in relation to ENERGY STAR
products" (survey question Q30). Nine percent of households that recognize the
ENERGY STAR label have heard of the term "connected" in relation to ENERGY
STAR products. This is a significant difference from 5 percent in 2014 at the 5-
percent significance level (p-value = 0.0331). Results for recognition of ENERGY
STAR "Connected" by publicity category are provided in the following table.
Association of ENERGY STAR and "Connected" by Publicity Category [Base =
Recognize label (aided
]
Publicity Category
Associated
ENERGY STAR and
"Connected" (n=36)
High
8.0%
Non-high
9.1%
Difference (High minus Non-high)
1.13%
p-value
0.6867
Respondents that indicated they heard of the term "connected" in relation to
ENERGY STAR products were asked "What does ENERGY STAR
"Connected" mean to you?" (survey question Q31). Eleven of the 36
respondents were not able to articulate what ENERGY STAR "Connected"
meant to them.26 Of the remaining respondents, 11 provided responses relating
to products capable of connecting to additional (smart) technology devices,
such as phones, Bluetooth, or internet. Four answered describing products with
additional energy efficiency/savings benefits, and 6 respondents reported a
meaning that is related to the environment, money, or other response.
26 Three respondents answered "Not sure"/"Not much" and one answered "Nothing."
C-22
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APPENDIX D: 2015 SURVEY QUESTIONS AND FLOW CHART
2015 ENERGY STAR SURVEY
September 11, 2015
Changes since 2014 highlighted in red.
Yes
ES3A.
Is this the label you have seen or
heard of before? [SHOW OLD OR
NEW LABEL, IN RANDOM
ORDER]
ES2.
What does the ENERGY STAR label
mean to you?
Yes, N
No, or
m't Know,
1
r
ES3B.
Have you seen or heard of
this version of the
ENERGY STAR label?
[SHOW LABEL NOT
PREVIOUSLY SEEN]
'
ES1. Have you ever
seen or heard of the
ENERGY STAR label?
ir
No or
Don't Know
r
ES3C (old ES4a1)
Please look at the ENERGY
STAR label on the let. Have
you ever seen or heard of this
label? [SHOW OLD OR NEW
LABEL, IN RANDOM ORDER]
Yes
No
Don't know
f
ES3D.
Have you seen or heard of this
version of the ENERGY STAR
label? [SHOW LABEL NOT
PREVIOUSLY SEEN]
Yes
No
Don't Know
i
r
D-l
-------
No/Don t Know
(or combo of the two)
to both ES3A and
ES3B
Yes to EITHER or
BOTH ES3A & ES3B
New QA: What types of products,
goods, or services do you think of
when you think of the ENERGY
STAR label? Please write your
answers below.
I
S01.
Where did you see or hear something about ENERGY
STAR? Please mark all that apply.
[checkbox]
Newspaper or magazine advertisement
Newspaper or magazine article
TV commercial
TV news feature story
Radio commercial
Billboard
Utility mailing or bill inserts
Direct mail or circular advertisement
Labels on appliances or electronic equipment
Yellow EnergyGuide label
Displays in stores
Internet
Social media
Salesperson
Contractor
Realtor
Lender
Homebuilder
Friend, neighbor, relative, or co-worker
Other (please specify) [text box]
Don't know
'
ES4a1.
Please look at the ENERGY STAR
labels on the left. Type the messages
that come to mind when you see the
ENERGY STAR labels.
[SHOW LABEL]
ES6.
Now that you have had the opportunity
to see the ENERGY STAR label, do
you recall seeing or hearing anything
about it before this survey?
No or
Don't Know
Skip to Q6a
-------
S02.
What did you see or hear about
ENERGY STAR? Please be
specific.
New QB: As far as you know, who decides
if a product deserves the ENERGY STAR
label? Select one answer only.
Product manufacturers
Retailers/stores
US Government
Underwriters Laboratories
Electric & gas utilities
Other:
Don't know
Q5(b). Please continue reviewing the lists of products below, and
select each of the products, product literature, or packaging on
which you have seen the ENERGY STAR label.
Home Aopliances/Liahtina
Home Electronics
Dishwasher
Television
Refrigerator
DVD product (including
Lighting fixture
TV/DVD)
Washing machine
Audio product
Light bulb
Microwave oven
Dehumidifier
None of these products
'
Q5(c). Finally, please review the last of the product lists below
and select each of the products, product literature, or packaging
on which you have seen the ENERGY STAR label.
Buildina Materials
Buildinas
Wndow
Newly built home
Door
Skylight
Insulation
Roofing material
Q5(a). Now we're going to ask you about several groups of products.
As you review the list, please select each of the products, product
literature, or packaging on which you have seen the ENERGY STAR
label.
Heatina and Coolina Products
Home Office Eauioment
Central air conditioner
Computer or monitor
Furnace or boiler
Computer printer
Heat pump
Copying machine
Thermostat
Fax machine
Room air conditioner
Scanner
Water heater
All-in-one printer
(includes copier/scanner/fax)
None of these products
Q6a1
Have vou or someone else in vour household been shoopina in a store in the last
12 months for any of the products listed below?
Heating and Cooling Products
Room air conditioner
Yes
No
Don't know
Home Appliances/Lighting
Dishwasher
Yes
No
Don't know
Refrigerator
Yes
No
Don't know
Lighting fixture
Yes
No
Don't know
Washing machine
Yes
No
Don't know
Light bulb
Yes
No
Don't know
Home Electronics
Television
Yes
No
Don't know
DVD product (including TV/DVD)
Yes
No
Don't know
Audio product
Yes
No
Don't know
Q6a2
Have you or someone else in your
household been shopping in a store in the
last 12 months for any of these other
products listed below?
Yes
No
Don't know
Heating and Cooling Products
Thermostat
Water heater
Home Office Equipment
Computer or monitor
Computer printer
Copying machine
Fax machine
Scanner
All-in-one printer
(includes copier/scanner/fax)
Home Appliances/Lighting
Microwave oven
Dehumidifier
Building Materials
Window
Door
Skylight
Insulation
Roofing material
V
-------
Q6b
Have you or someone else in your
household been shopping for a central air
conditioner, furnace or boiler, heat pump, or
newlv built home in the last 12 months?
Yes
No
Don't know
For each product for which Yes was checked in the Q6a1 series, ask:
When you shopped for , did you look for the ENERGY STAR label?
Yes No Don't remember I did not shop for this product myself
When you shopped for _
did you ask a salesperson for a product with
the ENERGY STAR label?
Yes No Don't remember I did not shop for this product myself
a room air conditioner
a dishwasher
a refrigerator
a lighting fixture
a washing machine
light bulbs
a television
a DVD product
an audio product
Q12(a). Please look at each of the groups of products again. Which of
these products have you purchased in the last 12 months? Please
check all that apply.
Heatina and Coolina Products
Home Office Eauioment
Central air conditioner
Computer or monitor
Furnace or boiler
Computer printer
Heat pump
Copying machine
Thermostat
Fax machine
Room air conditioner
Scanner
Water heater
All-in-one printer
(includes copier/scanner/fax)
None of these products
Q12(b). Please continue reviewing the lists of products below.
Which of these products have you purchased in the last 12
months? Please check all that apply.
Home ADDliances/Liahtina
Home Electronics
Dishwasher
Refrigerator
Lighting fixture
Washing machine
Light bulb
Microwave oven
Dehumidifier
Television
DVD product (including
TV/DVD)
Audio Product
None of these products
-------
No / Don't Know
Yes
Go to Q16 series (pg 7)
No products
purchased
Any products
purchased
ES3A not=1 and
ES3B not=1 and
ES3C not=1 and
ES3D not=1 and
\ES6 not= l/
ES3A=1 or ES3B=1 or
ES3C=1 or ES3D=1 or
\ ES6=1 /
Yes
No
Don't know
Did you install the light bulb(s) you purchased in a light
fixture?
What kind of bulb(s) did you purchase? Please
indicate the primary type purchased:
Compact fluorescent light bulb (CFL)
Incandescent light bulb
Halogen light bulb
Light-emitting diode (LED)
Don't know
What kind of bulb(s) did you replace? (Check the
answer that best describes most of the replacements
you made.)
Compact fluorescent light bulb (CFL)
Incandescent light bulb
Halogen light bulb
Light-emitting diode (LED)
Don't know
Q12(c). Finally, please review the last of the product lists below.
Which of these products have you purchased in the last 12
months? Please check all that apply.
Building Materials
Window
Door
Skylight
Insulation
Roofing material
None of these products
Buildings
Newly built home
-------
Skip to New QC, am
then
. gotoQ11.
No or
Don't Know
Yes
No or
ion't Kno'
Yes
Q9. Did you receive rebates or
reduced-rate financing for any
ENERGY STAR-labeled product(s) you
purchased?
Q7: For any of the products you
purchased, did you see the ENERGY
STAR label (on the product itself, on
the packaging, or on the product
literature)?
Q7a_1 thru Q7a_3: On which products
did you see the ENERGY STAR label?
(show only the products they checked
off in Q12, in grid pattern, with the
following options to check for each:
know")
Q10. If rebates or reduced-rate financing had not been
available, how likely is it that you would have purchased the
ENERGY STAR-labeled product?
Very likely
Somewhat likely
Slightly likely
Not at all likely
Don't know
Sliding 11-point horizontal scale, with only endpoints marked.
Endpoints:
0=Extremely Unlikely
10=Extremely Likely
Q11. How likely are you to recommend ENERGY STAR-labeled
products to a friend?
If "Lighting fixture" checked in Q7a_1-Q7a_3 series (i.e.,
they reported purchasing an ENERGY STAR-labeled
lighting fixture), ask:
Which kind of ENERGY STAR-labeled lighting fixture did
you purchase? (Check all that apply).
• Compact fluorescent-based lighting fixture
• LED-based lighting fixture
• Other type of lighting fixture
• Don't know
Q8. For each ENERGY STAR-labeled product(s) you
purchased, how much did the ENERGY STAR label influence
your purchase decision?
(Show each ES product they purchased in a grid pattern.
Response scale is below, and is unchanged from previous
years.)
Very much / Somewhat / Slightly / Not at all / Don't know
New QC. In general, how satisfied are you with each of the following products you
purchased?
(Show each product they purchased—both ES and not-in grid format in random order.)
Response scale: Very Dissatisfied
Somewhat Dissatisfied
Neither Satisfied nor Dissatisfied
Somewhat Satisfied
Very Satisfied
Don't Know
-------
Note: These two
diamonds are
the same as
those before Q7.
Go to 17
On the scale by each statement, please indicate how strongly you agree or disagree with the statement.
(Note to programmer: present Q16a through Q16s in random order for each respondent.)
Strongly
Disagree
Somewhat
Disagree
Neither
Agree nor
Disagree
Somewhat
Agree
Strongly
Agree
Q16a. ENERGY STAR-labeled products provide me with more benefits than products without the ENERGY STAR label.
Q16c. ENERGY STAR-labeled products offer better value than products without the label.
Q16d. If I cannot find the kind of product I am looking for with an ENERGY STAR label, I will shop elsewhere rather than buy a product
that does not qualify for the label.
Q16f. Buying ENERGY STAR-labeled products makes me feel like I'm helping to protect the environment for future generations.
Q16h. Buying ENERGY STAR-labeled products makes me feel like I'm contributing to society.
Q16i Buying ENERGY STAR-labeled products makes me feel like I'm spending extra money for nothing.
Q16I. I consider myself loyal to ENERGY STAR-labeled products.
Q16n. It seems like most products have the ENERGY STAR label these days.
Q16o. If I see the ENERGY STAR label, I know I'm getting a more energy-efficient product.
Q16p. When I buy a product with the ENERGY STAR label, I can always be sure it's high quality.
Q16q. ENERGY STAR-labeled products are no different from other products.
Q16r. In the long run, I don't believe ENERGY STAR-labeled products save me money.
Q16s. I don't trust that ENERGY STAR-labeled products save the energy they're supposed to.
Q16t. I am willing to pay more money for a product that saves the most energy.
Q16u. I like to have the most advanced technology available to me.
Q16v. I consider myself up to date with technology.
Q16w. I consult energystar.gov for information on saving energy.
ES3A not=1 and
ES3B not=1 and
ES3C not=1 and
ES3D not=1 and
\ ES6 not=1 /
ES3A=1 or ES3B=1 or
ES3C=1 or ES3D=1 or
\ ES6=1 /
V
-------
Q17. Please tell us about your role in your household's purchasing decisions. For each of the product groups listed below, do you usually
make the purchasing decisions, do you share the decision-making equally with another household member, does someone else usually make
the decisions but you have some input, or do you have no input in the decision-making?
I usually make
the decisions
I share the
decision-making
equally
Someone else
usually makes
the decisions, but
I have some input
I have no
input in
decision-
making
I'm not sure
Heating and Cooling Products
Home Office Equipment
Home Appliances/Lighting
Home Electronics
Building Materials
Note: These two
diamonds are
the same as
those before Q7
and Q16.
No or Don't
Know
Yes
Yes, No, or
Don't Know
Yes or No
ES3A=1 or ES3B=1 or
ES3C=1 or ES3D=1 or
\ ES6=1 /
ES3A not=1 and
ES3B not=1 and
ES3C not=1 and
ES3D not=1 and
\ ES6 not=1 /
Q18. Have you ever
seen or heard of
ENERGY STAR Most
Efficient?
Q21.
Is this the graphic you have seen
or heard of before? [SHOW
MOST EFFICIENT
DESIGNATION]
Q20.
Were you aware that products
designated ENERGY STAR Most
Efficient 2015 represent a subset
of ENERGY STAR qualified
products within a given product
category?
Q19.
What does ENERGY STAR Most
Efficient mean to you?
Yes, No, or
Don't I
-------
IT
On the scale by the following statement, please indicate how strongly you agree or disagree with the statement.
Strongly
Disagree
Somewhat
Disagree
Neither
Agree nor
Disagree
Somewhat
Agree
Strongly
Agree
Q22. All other things equal, I would buy a product because it is designated as ENERGY STAR Most Efficient.
1 2 3 4 5
Note: These two
diamonds are
the same as
those before Q7,
Q16, and Q18.
Q30. Have you ever
heard the term
"connected" in relation
to ENERGY STAR
products?
No or Don t
Know
1
r
Q31. What does ENERGY STAR
"Connected" mean to you?
J
\
Go to demographic V
questions and closing J
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