ENERGY STAR®. The simple choice for energy efficiency.
ENERGY STAR
NATIONAL AWARENESS OF
ENERGY STAR® FOR 2016
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 5
RECOGNITION 5
UNDERSTANDING 12
INFLUENCE 18
INFORMATION SOURCES 25
Sources Seen 25
2 SAMPLING 7
3 DATA COLLECTION 13
4 NATIONAL ANALYSIS 14
AppendixA: 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
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-14
6 Light Bulb Purchaser Questions C-15
7 Lighting Fixture Purchaser Questions C-17
8 ENERGY STAR Most Efficient Questions C-18
9 ENERGY STAR "Connected" Questions C-23
Appendix D: 2016 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
2016 survey:
• Ameren Illinois
• DTE Energy
• Northwest Energy Efficiency Alliance
• New Jersey Natural Gas
• Oncor
• Pacific Gas and Electric Company
• South Jersey Gas
• The United Illuminating Company
In addition, EPA would like to acknowledge Hilary Forster, Craig Massey, and Kira
Ashby 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 2016: Analysis of 2016 CEE
Household Survey. U.S. EPA, 2017.
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EXECUTIVE SUMMARY
In the fall of 2016, members of the Consortium for Energy Efficiency (CEE) sponsored
the seventeenth 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 2016 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
• Ninety-one percent of households in 2016 compared with 88 percent in 2015
recognized the ENERGY STAR label when shown the label.
• Eighty-five percent of households have seen or heard of the ENERGY STAR label
(without visual aid). This is similar to the 83 percent finding in 2015.
• Households continue to show a high understanding of the ENERGY STAR label.
Seventy-five percent of households had a high understanding of the ENERGY
STAR label in 2016, similar to 76 percent in 2015. Eighty-four percent of
households had at least a general understanding of the label in 2016; this result
was eighty-five percent in 2015.
• Among all households, 45 percent knowingly purchased an ENERGY STAR-
labeled product in the past 12 months.
• Eighty 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; 27 percent of these
households reported that they were "extremely likely" to recommend ENERGY
STAR-labeled products. Both findings are similar to 2015.
ES-1
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• In 2016, seventy-six percent of households have seen something about ENERGY
STAR on appliance or electronics labels; this is similar to 2015 (72 percent). The
proportion informed by the internet increased to 21 percent in 2016 from 17 percent
in 2015.
• 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 remained high, 4.2 percent this
and last year.
• Of households that recognized the ENERGY STAR label, the proportion that either
strongly or somewhat agree with the statement "If I see the ENERGY STAR label, I
know I'm getting a more energy-efficient product" was largest this year (65 percent)
compared to agreement of other attitudinal statements.
Conclusions
This seventeenth 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 (75 percent).
ES-2
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INTRODUCTION
In the fall of 2016, members of the Consortium for Energy Efficiency (CEE)
sponsored the seventeenth 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 in order
to assess label awareness in their local service territories. To this end, in 2016
additional surveys were conducted in the United Illuminating service territory
(southwestern Connecticut). As in the sixteen previous years, CEE and sponsoring
members made the survey data publicly available for this analysis.
This report discusses the results of the CEE 2016 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 local 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 included in the 2016 survey (Appendix C), and a copy ofthe 2016
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 September 2016, 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 - 2015. 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. Sponsor areas are not limited to the 57
largest DMAs, however, to facilitate comparisons across years, each year the
national results are based only on data collected from respondents from the 57
largest DMAs. Some of the 57 largest DMAs are also included in the sponsor areas
and therefore are oversampled. The data from these respondents (as well as from
the other respondents in the 57 largest DMAs) receive an appropriate weight in the
analysis in order to generate valid national results and facilitate comparison with data
from others years.
In 2016, there was one sponsor area: United Illuminating service territory
(southwestern Connecticut). United Illuminating service territory is part of two of the
largest 57 DMAs (New York DMA and Hartford-New Haven DMA); respondents
from United Illuminating oversampling in these DMAs are appropriately weighted
and included in the national analysis.
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 historic classification used for publicity analysis was as follows:
• High publicity: Active local ENERGY STAR promotion recently sponsored by a
utility, state agency, or other organization for two or more continuous years. The
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-winter201 Q/abs-fall2Q1Q.html.
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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.
The key working definitions were defined as follows:
• 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.
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. 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 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.
The sample was stratified by area and within an area by publicity category. The
United Illuminating service territory sponsor area did not require stratification by large
versus non-large DMA. The CEE members who fund the oversample for a sponsor
area determine the total number of sampling points allocated to the sponsor area as
a whole. This total number of sampling points is then allocated across sponsor area
strata proportional to population.
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. In 2016, the
national sample is comprised of 1,076 respondents from the top 57 DMAs.2
This report presents the 2016 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 to inform purchasing
decisions.
2 In a year when CEE members choose not to sponsor an oversample the national sample comprises 1,000
respondents from the top 57 DMAs. In 2016, the national sample included an additional 76 respondents that were
part of the oversample and were from the top 57 DMAs.
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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 2016, 91 percent of households recognized the ENERGY STAR label when
shown the label (i.e., aided recognition). Eighty-five percent of households recalled
having seen or heard of the ENERGY STAR label without first being shown the label
(i.e., un aided re cognition).
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 2016 and 2015 surveys are summarized in the
following table. Aided recognition of the ENERGY STAR label was significantly
higher at the 10-percent level (p-value = 0.0807) in 2016 when compared to 2015.
Unaided recognition of the ENERGY STAR label results were similar in 2015 and
2016 (p-value = 0.2072).
Recognition of the ENERGY STAR Label
[Base = All respondents]
Recognize
ENERGY STAR
Label
2016
2015
Aided
(n=1,043)
Unaided
(11=1,007)
Aided
(n=961)
Unaided
(n=943)
Yes
Standard error
91%
1.0%
85%
1.3%
88%
1.2%
83%
1.5%
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.
5
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Recognition by Publicity Category
After being shown the ENERGY STAR label (aided), a similar percent of households
in high and non-high-publicity areas recognized the label, 91 percent in high-publicity
areas and 90 percent in non-high-publicity areas; for both publicity areas (p-value =
0.8646). Unaided recognition was 88 percent in high-publicity areas and 81 percent
in non-high-publicity areas; this difference is statistically significant at the 1-percent
level (p-value = 0.0092).
Recognition of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
~ High Publicity
~ Non-High Publicity
81%
Aided (n=1,043)
'Unaided (n=1,007)
**"*High and non-high-publicity area proportions are statistically different from each other at the 1-percent level
of significance (p-value < 0.01).
6
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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 50, 37, and 29 percent,
respectively. Clothes dryers became eligible to receive the ENERGY STAR
certification in 2015, and showed the fourth strongest association with the label at 25
percent.3 (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 19, 13, and 11 percent, respectively. Stoves/ovens are not eligible for
ENERGY STAR certification. Of the top six product associations, none are
significantly different from the 2015 results. In addition to stoves/ovens, microwave
ovens do not have an ENERGY STAR specification. Computers or monitors, freezers,
and VCRs/DVDs all showed decreases in label association from 2015. These
products were mentioned by relatively few respondents (5, 3, and less than 1 percent,
respectively).
When prompted, 89 percent of households had seen the label on refrigerators.
Washing machines (81 percent) and dishwashers (77 percent) were the next products
most commonly associated with the ENERGY STAR label. Association with these top
three products (prompted) is consistent with 2015 results, 87, 74, and 74 percent,
respectively. While the ranking is similar to 2015, there was an increase in label
awareness for washing machines at the 1 -percent level of significance (p-value =
0.0025). Water heaters, televisions, central A/C, room air conditioners, and
microwave ovens followed next in a range of 48 to 61 percent. None of the twenty-
eight products had lower levels of association in 2016 than in 2015.
3 The ENERGY STAR clothes dryer specification went into effect in January 2015.
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Unprompted Product Association with the ENERGY STAR Label
[Base= Recognize label (aided), n= 848]
Appliance
Refrigerator
Washing machine
Clothes dryer
Air conditioner
Dishwasher
Stove/oven
Television
Other
Water heater
Lighting
Electronics
'Computer or monitor
Microwave oven
No product
Heater
"Freezer
Window
Furnace
Fan
Ste reo/radio
Computer printer
Insulation
Dehumidifier
""VCR/DVD
Thermostat
Boiler
Vacuum cleaner
50%
37%
29%
25%
19%
I II 13%
I 11%
ZD 9%
ZZ 9%
~ 9%
~ 8%
~ 7%
5%
ZD 4%
Z) 4%
~ 3%
~ 3%
3%
3%
1%
1%
0%
0%
<1%
<1%
<1%
<1%
<1%
0%
20%
40%
60%
80%
100%
Note: QA "Wh at types of products, goods, or services do you think of wh en you think of the ENERGY STAR label?
Please write your answers below."
"**2016 and 2015 prop ortions are statistically different from each other at the 5-pe rcent level of significance (p-
value< 0.05). The proportion of households in 2016 is smaller than 2015 for VCRs/DVDs.
* 2016 and 2015 proportions are statistically different from each other at the 10-percent level of significance (p-
value < 0.10). The proportion of households in 2016 is smaller than 2015 for computers or monitors, and for
freezers.
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Prompted Product Association with the ENERGY STAR Label
[Base= Recognize label (aided)4]
Refrigerator
""Washing machine
Dishwasher
Water heater
Television
Central A/C
Room air conditioner
Microwave oven
Wndow
Computer or monitor
Light bulb
Furnace/boiler
Door
All-in-one printer
Lighting fixture
Newly built home
Heat Pump
Insulation
Computer printer
Dehumidifier
Thermostat
DVD
Skylight
Copying machine
Roofing material
Audio product
Scanner
Fax machine
89%
81%
77%
61%
] 52%
51%
51%
48%
43%
38%
33%
33%
I 24%
23%
I 21%
I 21%
21%
20%
] 18%
] 18%
17%
17%
14%
] 13%
11%
3 11%
I 10%
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."
***2016 and 2015 proportions are statistically different from each other at the 1-percent level of significance fa-
value < 0.01). The proportion of households in 2016 is largerthan 2015 for washing machines.
1 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 872,873, and 852
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 smaller proportion of households in high-publicity areas than non-
high-publicity areas associated water heaters (56 percent and 66 percent
respectively), (p-value = 0.0155), central A/C (48 percent and 55 percent
respectively), (p-value = 0.0882), and heat pumps (16 percent and 27 percent
respectively), (p-value = 0.0005) 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
[Base= Recognize label (aided)6]7
Refrigerator
Washing machine
Dishwasher
"Water heater
T elevision
Room air conditioner
Microwave oven
'Central A/C
Window
Computer or monitor
Light bulb
Furnace/boiler
Lighting fixture
Door
Insulation
All-in-one printer
Newly built home
Computer printer
Dehumidifier
DVD
Thermostat
Skylight
***Heat pump
Copying machine
Roofing material
Audio product
F ax machine
Scanner
_l 90%
87%
83%
J 79%
78%
56%
75%
©6%
53%
51%
| 51%
50%
¦ 49%
47%
I 48%
55%
¦ 44%
J41%
40%
35%
¦ 33%
~ 32%
|32%
—' 33%
| 23%
20%
| 22%
-—I 26%
21%
19%
21%
25%
ei High Publicity
~ Non-High Publicity
27%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 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 479 and 393,
respectively. For Home Appliances/Lighting and Home Electronics they are 480 and 393, and for Building Materials
and Buildingsthey are 466 and 386.
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 2016, 84 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 (75 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 2016 and 2015 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 2015 to 2016, 76 percent
and 75 percent, respectively (p-value = 0.9682). In addition, the proportion of
respondents with at least a general understanding of the label is also consistent
from 2015 to 2016, 85 percent and 84 percent, respectively (p-value = 0.7836).
Understanding of the ENERGY STAR Label
[Base = All respondents]
Level of Understanding
of the Label
2016
(n-1,075)
2015
(n=1,000)
High understanding
75%
76%
General understanding
9%
9%
No understanding
16%
15%
Total
100%
100%
Note: The level of understanding of the ENERGY STAR label is
deterrrined 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
rressagesthat 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?1 to ES1 were then asked ES2, while all other
respondents were asked ES4A1.
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Understanding by Publicity Category
Eighty-four percent of households in high-publicity areas and in non-high-publicity
areas had at least a general understanding of the label. Additionally, a large
percent of households exhibited a high degree of understanding in both high- (76
percent) and non-high-publicity areas (74 percent). Neither of these differences is
significant at the 10-percent level.
Understanding of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
Publicity Category
At Least General
Understanding of Label
High
Nun-hiyh
84%
84%
Difference (High minus Non-high)
0%
p-value
0.896
Understanding of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
100% -
90% -
80% -
70% -
60% -
50% -
40% -
30% -
20% -
10% -
0% -
~ High Understanding
~General Understanding
High Publicity
Non-High Publicity
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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. Seventy percent of households
surveyed associated the ENERGY STAR label with this message. This is consistent
with the 2015 result of 68 percent (p-value = 0.5001).
Between 2015 and 2016, there was a decrease in the percent of households that
associated the ENERGY STAR label with messages considered a general
understanding ofthe ENERGY STAR label. These consisted of "Quality" and
"Product standards no environmental link." "Quality" is statistically different from
2015 at the 5-percent level (p-value = 0.0247) and "Product standards no
environmental link" is statistically different from 2015 at the 1-percent level (p-value
= 0.0067).
Lastly, there was a statistically significant increase in households associating the
label with "environmental no link to benefit" from less than 1 percent in 2015 to 1
percent in 2016 at the 5-percent significance level (p-value = 0.0103). This message
is also considered a general understanding ofthe ENERGY STAR label. These
results can be viewed in the following chart.
14
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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)
70%
12%
=~ 7%
=J 5%
U 3%
1 3%
High
Understanding
Electricity
Confuses with EnergyGuide
Energy no link to efficiency
Mentions specific products
Government backing
"Environmental no linkto benefit
Save money on purchase
"Quality
""Product standards no environmental link
33 9%
31 4%
3 3%
J 2%
) 2%
) 1%
1%
<1%
<1%
General Understanding
0%
20% 40% 60% 80% 100%
*"2016 and 2015 proportions are statistical^ different from each other at the 1-percent level of significance (p-
value< 0.01). The proportion of households in 2016 is smaller than 2015 for "Product standards no
environmental link."
** 2016 and 2015 proportions are statistical^ different from each other at the 5-percent level of significance (p-
value< 0.05). The proportion of households in 2016 is larger than 2015 for "Environmental no link to benefit".
The proportion of households in 2016 is smaller than 2015 for "O uality".
15
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Understanding of Label Messaging by Publicity Category
A majority of respondents in high-publicity regions (69 percent) and non-high-
publicity regions (71 percent) associated the ENERGY STAR label with "energy
efficiency or energy savings." More respondents (4 percent) in high-publicity regions
than in non-high-publicity regions (2 percent) associated the label with "Savings (not
linked to operation);" this difference is statistically significant at the 5-percent level (p-
value = 0.0327). For the first 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, fewer respondents in high-
publicity regions (2 percent) than non-high-publicity regions (5 percent) associate the
label with "energy and no link to efficiency;" this difference is statistically significant
at the 10-percent level (p-value = 0.0862). For other messages, the proportion of
households that associated the message with the ENERGY STAR label was similar
for high- and non-high-publicity categories.
Messages of the ENERGY STAR Label by Publicity Category
[Base = All respondents]
Energy efficiency/savings
Save money on operation
Environmental benefit
Energy/environmental product standards
""Savings (not linked to operation)
Energy conservation
11%
12%
. 69%
!~ 71%
High Understanding
Electricity
Confuses with EnergyGuide
"Energy no link to efficiency
Mentions specific products
Government backing
Environmental no link to benefit
Save money on purchase
Quality
Product standards no environmental link
9%
—. 4%
~3%
-2%
_~ 5%
.2%
ri%
B 2%
" 1%
2%
I 1%
' 1%
<1%
0%
^1%
<1%
General Understanding
I High Publicity ~ Non-High Publicity
20% 30% 40% 50% 60% 70% 80% 90% 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 2016, 89 percent of households that recognized the
ENERGY STAR label had at least a general understanding of it; in households that
did not recognize the label, 49 percent had at least a general understanding of it.
The 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 recognized the label and had at least a general understanding of
the label in 2016 (89 percent) is not statistically different from the 2015 result (91
percent) at the 10-percent level (p-value = 0.2242).
Among households that did not recognize the label when shown it, the proportion
that had at least a general understanding of the label in 2016 (49 percent) is similar
to the 2015 result (53 percent), (p-value = 0.5949). The proportion of households
that had at least a general understand of the label in 2016 (49 percent) is statistically
different from the 2014 result (62 percent) at the 10-percent level (p-value = 0.0879).
Understanding of the ENERGY STAR Label by Aided Recognition
[Base = All respondents]
Recognize ENERGY STAR
Label Aided
At Least General Understanding of Label
2016
2015
2014
Yes
89%
91%
88%
No
49%
53%
62%
Difference (Yes minus No)
41%
38%
26%
p-value
<0.0001
<0.0001
<0.0001
17
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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 the first proportion, a higher percent of households recognized the ENERGY
STAR label when shown the label (i.e., aided recognition) in 2016 (91 percent) than
in 2015 (88 percent). For the other two proportions, the results for 2016 and 2015
are similar. In 2016, of the households that recognized the label (aided) and
purchased a product in a relevant product category, 67 percent purchased an
ENERGY STAR-labeled product. Of those that purchased a product in a relevant
category, 74 percent knowingly purchased an ENERGY STAR-labeled product.
18
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National Household Market Penetration of
ENERGY STAR Products by Year
Aided
Recognition
(2015 n=961)
(2016 n=1,043)
Purchased
Product
(2015 n=845)
(2016 n=944)
Knowingly
Purchased
ENERGY STAR
product
(2015 n=432)
(2016 n=471)
2016
91%
67%
74%
2015
88%
68%
77%
Difference
2.7%
-0.5%
-3.4%
p-value
0.081
0.839
0.284
Overall,
product
Purchased
ENERGY STAR product
2016
(n=1,043)
2015
(n=961)
Estimate (yes)
Standard Error
45%
2.3%
46%
2.5%
45 percent of all households knowingly purchased an ENERGY STAR
in the past 12 months. This is similar to the 2015 result (46 percent).
Knowingly Purchased ENERGY STAR Product by Year
(Base = All respondents)
-------
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 47 and 43 percent, respectively.
This difference is not statistically significant (p-value = 0.3800). A similar proportion
of all households in high-publicity areas (48 percent) also knowingly purchased an
ENERGY STAR product in 2015. The proportions of respondents who knowingly
purchased ENERGY STAR products in non-high-publicity areas was also similar
between 2016 (43 percent) and 2015 (44 percent), p-value = 0.8875.
Knowingly Purchased ENERGY STAR
Product by Publicity Category and Year
[Base = All respondents]
Publicity Category
% Households
2016
2015
High
47%
48%
Non-High
43%
44%
Difference (High minus Non-High)
4%
5%
p-value
0.3800
0.3353
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
2016, high- and non-high-publicity proportions are similar.
National Household Market Penetration of
ENERGY STAR Products by Publicity Category
Aided
Recognition
(n=1,043)
Purchased
Product
(n=944)
Knowingly
Purchased
ENERGY
STAR product
(n=471)
High Publicity
91%
67%
77%
Non-High Publicity
90%
68%
70%
Difference
0.3%
-0.7%
7.2%
p-value
0.865
0.841
0.118
20
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Influence of the ENERGY STAR Label
In 2016, nearly three quarters (74 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 77 percent in 2015. This difference is not
statistically significant (p-value = 0.4870). From 2015 to 2016, all proportions are
statistically similar.
Influence of the ENERGY STAR Label on Purchase Decisions8
[Base = Recognize label (aided) and ENERGY STAR purchasers]
Influence of the
Label on
Purchasing
Decisions
2016
(n=310)
Maximum
2015
(n=303)
Maximum
Very much
45%
52%
Somewhat
29%
25%
Slightly
11%
11%
Not at all
15%
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 46 percent of households in high-publicity areas were
influenced "very much" by the ENERGY STAR label, compared to 44 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 79 to 67 percent, this difference is statistically
different at the 5-percent level of significance. The combined "very much, somewhat,
or slightly" proportion is 88 percent in high-publicity areas, and 81 percent in non-
high-publicity areas; this difference is not significant at the 10-percent level.
Influence of the ENERGY STAR Label on Purchase Decisions by Publicity Category
[Base = Recognize label (aided) and ENERGY STAR purchasers, n = 310]
Publicity Category
Very much
Very much
or
somewhat
Very much,
somewhat,
or slightly
High
46%
79%
88%
Non-High
44%
67%
81%
Difference (High minus Non-High)
2%
12%
7%
p-value
0.772
0.039
0.148
22
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Rebate and Financing Influence
From 2015 to 2016, the percentage of households that knowingly purchased an
ENERGY STAR-labeled product and received rebates or reduced-rate financing was
at 14 percent, similar to last year (p-value = 0.5641). Of these households in 2016,
48 percent would have been "very likely" to purchase the ENERGY STAR product if
financial incentives had not been available. This is also similar to 2015 at 65 percent
(p-value = 0.1837). More respondents in 2016 (10 percent) than 2015 (0 percent)
claimed they were "not likely at all" to purchase an ENERGY STAR product without a
financial incentive; this difference is statistically significant at the 10-percent level (p-
value = 0.0851). All other levels of likelihood to purchase an ENERGY STAR
product without a financial incentive were similar from 2015 to 2016.
Received Financial Incentive for an ENERGY STAR Product Purchased
[Base = Recognize label (aided) and ENERGY STAR purchaser]
Received Financial Incentive for
% Households
an ENERGY STAR Product
2016
2015
Purchased
(n=290)
(n=282)
Yes
14%
13%
No
86%
87%
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
% Households
ENERGY STAR Product
2016
2015
Without Financial
Incentive
(n=44)
(n=38)
Very likely
48%
65%
Somewhat likely
32%
23%
Slightly likely
10%
12%
Not at all likely*
10%
0%
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?"
* 2016 and 2015 proportions are statistically different from each other at the 10-percent level of
significance (p-value <0.10).
23
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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, 27 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 2015 value (p-value = 0.1589).
The likelihood of recommending ENERGY STAR products to a friend is greater than
"5" for 80 percent of these households. This is similar to the previous year's result of
85 percent (p-value = 0.1321). More households in 2016 (20 percent) than in 2015
(13 percent) give a "9" ranking on the scale; this difference is statistically significant at
the 10-percent level (p-value = 0.0932). Fewer households in 2016 (13 percent) than
in 2015 (22 percent) gave an "8" ranking; this difference is statistically significant at
the 5-percent level (p-value = 0.0476). More households in 2016 (17 percent) than in
2015 (10 percent) gave a "7" ranking; this difference is statistically significant at the 5-
percent level (p-value = 0.0458). Fewer households in 2016 (3 percent) than in 2015
(7 percent) gave a "6" ranking; this difference is statistically significant at the 5-percent
level (p-value = 0.0395). All other rankings are similar between 2016 and 2015.
Loyalty to ENERGY STAR
[Base = Recognize label (aided) and purchasers]
Likelihood
Recommend ENERGY
STAR Products
% Households
2016
(n=265)
2015
(n=255)
10 - Extremely likely
27%
33%
9*
20%
13%
8**
13%
22%
Y*rk
17%
10%
6**
3%
7%
5
10%
6%
4
6%
5%
3
3%
2%
2
0%
1%
1
1%
1%
0 - Extremely unlikely
0%
0%
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."
**201 6 and 2015 proportions are statistically different from each other at the 5-percent level of
significance (p-value < 0.05).
* 2016 and 2015 proportions are statistically different from each other at the 10-percent level of
significance (p-value <0.10).
24
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INFORMATION SOURCES
Sources Seen
Seventy-six percent of households have seen something about ENERGY STAR on
appliance or electronics labels, and 53 percent of households have seen something
about ENERGY STAR in store displays. Thirty-two percent of households heard or
saw something about ENERGY STAR on TV commercials. Between 20 and 26
percent of households saw something about ENERGY STAR in utility mailings or bill
inserts, on EnergyGuide labels, on the internet, or in newspaper or magazine
advertisements.
The proportion informed by the internet increased to 21 percent in 2016 from 17
percent in 2015, and is statistically significant at the 5-percent level (p-value =
0.0434). More households heard about the label from realtors in 2016 (3 percent),
compared to 2015 (1 percent). This difference is significant at the 5-percent level (p-
value = 0.0492). All other responses were similar to the proportions from the 2015
survey.
25
-------
Sources Saw or Heard Something About ENERGY STAR
[Base = Recognize label (aided), n = 831]
Labels on appliances or electronic equipment
Displays in stores
TV commercial
Utility mailing or bill insert
Yellow EnergyGuide label
"Internet
Newspaper or magazine advertisement
Direct mail or circular advertisement
Salesperson
Newspaper or magazine article
Homcbuildcr
Friend, neighbor, relative, or co-worker
Contractor
Billboard
TV news feature story
Radio commercial
Social Media
""Realtor
Other
Lender
76%
53%
32%
26%
] 22%
] 21%
20%
I 12%
I 12%
10%
7%
~ 6%
HI 5%
~ 4%
~ 4%
~ 3%
I 3%
| 3%
] 3%
I <1%
0%
20%
40%
60%
80%
100%
Note: S01: "Where did you see or hear something about ENERGY STAR? Please mark all that apply."
** 2016 and 2015 proportions are statistically different from each other at the 5-percent level of significance (p-
value < 0.05). Proportion of households in 2016 is largerthan in 2015 for internet and realtors.
26
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Sources Seen by Publicity Category
The proportion of households that heard or saw something about ENERGY STAR
from utility mailing or bill inserts was significantly larger in high- than in non-high-
publicity areas (29 percent and 23 percent, respectively). This difference is
statistically different at the 10-percent level (p-value = 0.0695). More households in
high-publicity areas (12 percent) than in non-high-publicity areas (8 percent) have
seen something about ENERGY STAR in newspaper or magazine articles; this
difference is statistically significant at the 10-percent level (p-value = 0.0926). A
smaller proportion of households in high-publicity areas (5 percent) than in non-high-
publicity areas (10 percent) heard something about ENERGY STAR from
homebuilders; this difference is statistically significant at the 5-percent level (p-value
= 0.0204). All 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 = 831]
Labels on appliances or electronic equipment
Displays in stores
TV commercial
"Utility mailing or bill insert
Internet
Newspaper or magazine advertisement
Yellow EnergyGuide label
Direct mail or circular advertisement
"Newspaper or magazine article
Salesperson
**Home builder
Contractor
Friend, neighbor, relative, or co-worker
Billboard
Radio commercial
Social Media
TV news feature story
Realtor
Other
Lender
sHigh Publicity
~ Non-High Publicity
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 (p-value <0.10).
27
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APPENDIX A: DETAILED METHODOLOGY
During September 2016, 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 2015). As in the 16 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 2016 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 September 13 through September 26, 2016.11
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 Sun/eys. U.S. EPA, 2002.
10 Tannenbaum, Bobbi and Shel Feldman. "ENERGY STAR Awareness as a Function of Survey Method."
IEPEC, 2001.
11 This year's survey was fielded 5 to 8 weeks earlier than in prior years and during a more typical timeframe to
the 2013 survey. The 2015 survey was fielded from October 21 through November 2, the 2014 survey was
fielded from November 11 to November 20, and the 2013 survey was fielded from September 17 to October 1. It
is not known whether this shift in timeframe had an influence on 2016 results.
A-1
-------
1 QUESTIONNAIRE DESIGN
In 2016, 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 2016 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 questionnaires
each month, and are expected to respond to a certain percentage of them.
Data collected using the 2016 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 2016 questionnaire including:
• To fine-tune the questionnaire based on lessons learned from prior years'
analyses of the CEE survey while maintaining the ability to analyze the results of
the 2016 survey against those from the 2015 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://wvwv.knowledqenetworks.com/accuracv/fall-winter2010/abs-fall201Q.html.
A-2
-------
The 2016 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 2016 questionnaire was very similar to the 2015 questionnaire. The only
change to the 2016 questionnaire from the previous year was a slight update to the
text in Q20.13
In 2016, the below question was updated from "2015" to "2016."
Q20: Were you aware that products designated ENERGY STAR Most Efficient 2016
represent a subset of ENERGY STAR qualified products within a given product
category?
13 Appendix D: 2016 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 2016 analysis, the determination of aided recognition was based on the
responses to five questions. This is the same sequence and numbering used in the
2015 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 ofthis 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 ofthis 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 15 years was used in
2016. 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 historic classification used for publicity analysis was as follows:
• 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.
The key working definitions were:
• 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.
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.
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, referred to here as sponsor areas. Sponsor areas are not limited to the 57
largest DMAs, however, to facilitate comparisons across years, each year the
national results are based only on data collected from respondents from the 57
largest DMAs. Some of the 57 largest DMAs were also included in the sponsor areas
and therefore are oversampled. The data from these respondents (as well as from
the other respondents in the 57 largest DMAs) receive an appropriate weight in the
analysis in order to generate valid national results and facilitate comparison with data
from other years.
In 2016, there was one sponsor area: United Illuminating service territory
(southwestern Connecticut). United Illuminating service territory is part of two ofthe
largest 57 DMAs (New York DMA and Hartford-New Haven DMA); respondents
from United Illuminating oversampling in these DMAs are appropriately weighted
and included in the national analysis.
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 15 years was used this year. Each sponsor
area is also further stratified by large versus non-large DMA. The CEE members
who fund the oversample for a sponsor area determine the total number of sampling
points allocated to the sponsor area as a whole. This total number of sampling
points is then allocated across sponsor area strata proportional to population.
Program publicity has expanded over the past sixteen 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 ofthe U.S. population living in DMAs. In 2016, the national sample is
comprised of 1,076 respondents from the top 57 DMAs.15
A list ofthe large DMAs and their publicity category assignments is provided in the
table below. A list of the DMAs included in the sponsor area and their publicity
category assignments follows. Lastly, the large DMAs and the DMAs in the sponsor
areas are shown on a map along with their publicity categories.
14 Analysis included in the 2010 report showed no statistical difference for key metrics between the 57 largest
DMAs and all 210 DMAs.
15 In a year when CEE members choose not to sponsor an oversample the national sample comprises 1,000
respondents from the top 57 DMAs. In 2016, the national sample included an additional 76 respondents that were
part of the oversample and were from the top 57 DMAs.
A-8
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Large (Top 57) DMAs16
Rank
Designated Market Area (DMA)
TV Households
2015-2016
Publicity
Category
Number
% of US
1
New York
7,368,320
6.503
High
2
Los Angeles
5,489,810
4.845
High
3
Chicago
3,475,220
3.067
High
4
Philadelphia
2,917,920
2.575
Other
5
Dallas-Ft. Worth
2,646,370
2.335
Other
6
Sari Francisco-Oak-San Jose
2,484,690
2.193
High
7
Washington, DC (Hagrstwn)
2,443,640
2.157
High
8
Boston (Manchester)
2,411,250
2.128
High
9
Atlanta
2,385,730
2.105
High
10
Houston
2,373,700
2.095
Other
11
Tampa-St. Pete (Sarasota)
1,859,820
1.641
Other
12
Phoenix (Prescott)
1,848,850
1.632
High
13
Detroit
1,828,230
1.613
Other
14
Seattle-Tacoma
1,766,070
1.559
High
15
Minneapolis-St. Paul
1,723,210
1.521
High
16
Miami-Ft. Lauderdale
1,660,020
1.465
Other
17
Denver
1,576,090
1.391
Other
18
Cleveland-Akron (Canton)
1,493,160
1.318
Other
19
Orlando-Daytona Bch-Melbrn
1,489,710
1.315
Other
20
Sacramnto-Stkton-Modesto
1,349,990
1.191
High
21
St. Louis
1,217,370
1.074
Other
22
Charlotte
1,168,610
1.031
Other
23
Pittsburgh
1,154,550
1.019
Other
24
Portland, OR
1,136,320
1.003
High
25
Raleigh-Durham (Fayetvlle)
1,131,460
0.999
Low
26
Baltimore
1,099,890
0.971
Other
27
Indianapolis
1,073,090
0.947
Other
28
San Diego
1,055,030
0.931
High
29
Nashville
990,150
0.874
Low
30
Hartford & New Haven
945,250
0.834
High
31
Columbus, OH
907,530
0.801
Other
32
San Antonio
907,320
0.801
Low
33
Kansas City
899,020
0.793
Other
34
Salt Lake City
884,900
0.781
High
35
Milwaukee
882,210
0.779
High
36
Cincinnati
868,900
0.767
Low
37
Greenvll-Spart-Ashevll-And
833,910
0.736
Low
38
West Palm Beach-Ft. Pierce
791,090
0.698
Low
16 Publicity categories are the same as 2015.
A-9
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TV Households
2015-2016
Publicity
Rank
Designated Market Area (DMA)
Number
% of US
Category
39
Austin
745,640
0.658
High
40
Las Vegas
736,700
0.650
High
41
Grand Rapids-KaImzoo-B.Crk
717,990
0.634
Other
42
Norfolk-Portsmth-Newpt Nws
706,270
0.623
Low
43
Oklahoma City
701,070
0.619
Low
44
Harrisburg-Lncstr-Leb-York
693,370
0.612
Other
45
Birmingham (Ann and Tusc)
686,080
0.605
Low
46
Greensboro-H.Point-W. Salem
679,970
0.600
Low
47
Jacksonville
665,330
0.587
Low
48
Albuquerque-Santa Fe
662,570
0.585
Other
49
Louisville
653,710
0.577
High
50
Memphis
636,140
0.561
Low
51
New Orleans
633,140
0.559
Other
52
Providence-New Bedford
603,420
0.533
High
53
Buffalo
585,350
0.517
High
54
Fresno-Visaiia
564,840
0.498
High
55
Wilkes Barre-Scranton-Hztn
552,230
0.487
Low
56
Richmond-Petersburg
549,730
0.485
Other
57
Little Rock-Pine Bluff
547,650
0.483
Low
Total
80,859,600
71.359
Sponsor Areas
Sponsor Area
Publicity
Category
DMA (Large and Small)
United Illuminating
High
Large: parts of
"New York DMA (Rank 1)
*Hartford-New Haven DMA (Rank 30)
A-10
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Large (Top 57) DMAs by Publicity Category17
H "High" publicity category
L "Low" publicity category
O "Other" publicity category
^CEE sponsor area ranking in Top 57 DMAs
17 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 September 13 and closed on September 26, 2016.
3.2 Response Rate
The overall response rate was 7 percent for the CEE 2016 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 2016 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 2016 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 2016 ENERGY STAR Household Survey Response Rate18
Response Rate Factors
Number
or % of
Respondents
Sendout/requested
2,113
Completed
1,076
Return rate
51%
Recruitment rate
13%
Response rate
7%
18 Only respondents from Top-57 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. Similar to 2015, in 2016 data
were only collected from respondents in the 57 largest DMAs. Some of the 57 largest
DMAs are also included in the sponsor areas and therefore were oversampled. The
data from these respondents, as well as from the other respondents in the 57 largest
DMAs, received an appropriate weight in the analysis in order to generate valid
national results and comparison with data from other years.
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
Householder/respondent age
Householder/respondent gender
Dwelling type
Own/rent
Household annual income
One 10.5%
55-64 5.3%
Gender +/- 3.5%
Single-family, attached 4.0%
Own/rent +/- 6.9%
$75,000 and over9 10.3%
aCensus, $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 10.5 and 10.3 percentage points, are the proportion of
respondents with one person in their household and the proportion of households in
the $75,000 and over income category, respectively. The difference in the proportion
of those that own or rent is the third largest, at +/- 6.9 percentage points, and the
number of householder/respondent age 55-64 is the fourth largest, at 5.3 percentage
points. The over-representation of single-person households and of higher income
household respondents is not expected to bias the survey results. Differences
between the weighted survey data and Census data for other demographic
characteristics of the population—single family attached home dwellings, and
gender—are small, at less than four percentage points.
B-1
-------
Household Size Distribution
Number of
Persons in
Household
Census
% Dwelling
Units3
Survey Estimate
Minus Census
% Dwelling
Units
One
28%
-10.5%
Two
34%
5.3%
Three
16%
3.3%
Four
13%
0.4%
Five or more
9%
1.5%
Total (%)
100%
Total (1,000s)
118,289
a U.S. Census Bureau, American Housing Survey, 2015.
Age Distribution
Householder/
Respondent
Age
Census
0/
/o
Householders3
Survey
Estimate
Minus Census
0/
/o
Householders
18-24b
4%
1.6%
25-34
15%
-2.4%
35-44
17%
-1.8%
45-54
20%
-3.0%
55-64
20%
5.3%
65 or older
24%
0.3%
Total (%)
100%
Total (1,000s)
118,290
a U.S. Census Bureau, American Housing Survey, 2015.
b Census, under 25 years; WebTV/Internet, 18-24 years.
-------
Gender Distribution
Householder/
Respondent
Gender
Census
0/
/o
Population3
Survey
Estimate
Minus Census
% Population
Female
Male
51%
49%
-3.5%
3.5%
Total (%)
100%
aU.S. Census Bureau, 2008-2015 American Community Survey 5-Year Estimates.
Dwelling Type Distribution
Dwelling Type
Census
% Dwelling
Units3
Survey
Estimate
Minus Census
% Dwelling
Units
Single-family, unattached
63%
4.0%
Single-family, attached
7%
2.4%
Bldg. (>=2 units)
24%
-3.2%
Mobile home
6%
-3.5%
Total (%)
100%
Total (1,000s)
118,221
a U.S. Census Bureau, American Housing Survey, 2015.
Own/Rent Distribution
Own/Rent
Census
0/
/o
Households3
Survey
Estimate Minus
Census
% Households
Own
63%
6.9%
Rent
37%
-6.9%
Total (%)
100%
Total
(1,000s)
118,290
a U.S. Census Bureau, American Housing Survey, 2015.
-------
Income Distribution
Total Household
Annual Income
Census
0/
/o
Survey
Estimate Minus
Census
% Households
(before taxes)
Households3
Less than
$15,000
12%
-4.2%
$15,000424,999
11%
-4.9%
$25,000449,999
23%
-2.6%
$50,000474,999
17%
1.4%
$75,000 arid over
38%
10.3%
Total (%)
100%
Total (1,000s)
125,819
a U.S. Census Bureau, CPS 2016 Annual Social and Economic Supplement, Table HINC-01
Selected Characteristics of Households for All Races.
-------
APPENDIX C: ADDITIONAL QUESTIONS FROM 2016 SURVEY
This appendix presents the results of additional ENERGY STAR related questions in
the 2016 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 the same as 2015. Twenty-six percent thought product
manufacturers make the decision. Twenty-three percent thought Underwriters
Laboratories makes the decision; this was 21 percent in 2015. Nine percent of
respondents thought that either an electric or gas utility made this designation; this
is lower than the previous year (14 percent) at the 10-percent level (p-value =
0.0507).
Designates ENERGY STAR-Labeled Product
(Base = Recognize label (aided), n=561)
U.S. government
Product manufacturer
Underwriters Laboratories
'Electric and gas utility
Other
Retailer/store
39%
26%
23%
9%
2%
1%
0% 20% 40% 60% 80% 100%
Note: OB: "As far as you know, who decides if a product deserves the ENERGY STAR label?"
2016 and 2015 proportions are statistically different from each other at the 10-percent level of significance (p-
value < 0.10). The proportion of households in 2016 is smaller than 2015 for electric and gas utility.
C-2
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2 ENERGY STAR DESIGNATION BY PUBLICITY CATEGORY
In 2016, high-publicity areas and non-high-publicity areas identified the entity they
believed designates the ENERGY STAR label in similar proportions in all but one
category: electric and gas utility. A higher percent in high-publicity areas (12
percent) than in non-high-publicity areas (6 percent) thought either an electric or gas
utility made this designation; this is statistically significant at the 5-percent level (p-
value = 0.0434). Thirty-six percent in 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 26 percent in high- and non-
high-publicity areas.
Designates ENERGY STAR-Labeled Product by Publicity Category
(Base = Recognize label (aided), n=296)
U.S. government
Product manufacturer
Underwriters Laboratories
**Electric and gas utility
Other
Retailer/store ^
36%
42%
26%
26%
23%
22%
~ High Publicity
~ Non-High Publicity
0% 10% 20% 30% 40% 50%
High - and n on-high-publicity area proportions are statistically different from each other at the 5-percent level of
significance (p-value< 0.05).
C-3
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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." ENERGY STAR-labeled light bulbs
received higher satisfaction ratings compared with the unlabeled versions. This
difference is statistically significant at the 5-percent level (p-value = 0.0111).
In 2016, the below ENERGY STAR-labeled products received lower satisfaction
ratings compared with the unlabeled versions.
• At the 10-percent level of significance: insulation (4.5 and 4.9, respectively),
(p-value = 0.0741); and windows (4.2 and 4.8, respectively), (p-value =
0.0551).
• At the 1 -percent level of significance: roofing materials (3.6 and 4.8,
respectively), (p-value = 0.0024).
Overall, 2016 customer satisfaction with ENERGY STAR products is the same as
2015, 4.2 for both years, (p-value = 0.8260). Two ENERGY STAR-labeled products
showed an increase in customer satisfaction in 2016 from 2015.
• At the 10-percent level of significance: furnaces/boilers (4.5 and 3.8,
respectively), (p-value = 0.0640); and dehumidifiers (4.3 and 3.0,
respectively), (p-value = 0.0704).
As noted in previous years, two product categories in the following list-thermostats
and microwave ovens-were not currently eligible for the ENERGY STAR label
during the time of survey fielding. However, EPA recently finalized a specification for
Smart Thermostats.
C-4
-------
ENERGY STAR vs. Non-ENERGY STAR-Labeled Product Satisfaction
(Bases = Recognize label (aided) and purchased specified product19)20'21
Average Satisfaction (1=verv dissatisfied. 5=very satisfied)
7
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4.8
4.5
Overall (ne=338, n0=290)
Room air conditioner (ne=45, n0=15)
Furnace/boiler (ne=12, n0=4)
Computer printer (ne=11, n0=23)
"Insulation (ne=18, n0=9)
Television (ne=90, n0=54)
Audio product (ne=14, n0=13)
Central A/C (ne=25, n0=15)
""Light bulb (ne=208, n0=178)
DVD (ne=29, n0=14)
Microwave oven (ne=39, n0=25)
Newly built home (ne=5, n0=2)
Gas water heater (ne=28, n0=22)
Dehumidifier (ne=11, n0=2)
Washing machine (ne=57, n0=23)
Lighting fixture (ne=56, n0=34)
"Window (ne=23, n0=16)
Door (ne=21, n0=23)
Thermostat (ne=27, n0=8)
All-in-one printer (ne=53, n0=33)
Refrigerator (ne=64, n0=18)
Computer or monitor (ne=57, n0=49)
Dishwasher (ne=50, n0=22)
Fax Machine (ne=5, n0=0)
Heat pump (ne=6, n0=3)
Scanner (ne=5, n0=3)
Skylight (ne=7, n0=2)
""Roofing materials (ne= 12, n0=12)
Copying machine (ne=7, n0=1)
~ ENERGY STAR-labeled product ~ Non-ENERGY STAR-labeled product
*** ENERGY STAR and Non-ENERGY STAR product proportions are statistically different from each
other at the 1-percent level of significance (p-value < 0.01).
** 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).
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4.0
'/////////////////////////////7777A 3 9
19 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
20 There is no ENERGY STAR designation for microwave ovens or thermostats.
21 In 2016, one respondent recognized the ENERGY STAR label (aided) and purchased a copying machine without an
ENERGY STAR label; a comparison was not made for this product.
-------
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.22 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 2016 survey results indicate that households generally agree with positive
statements about the ENERGY STAR label and disagree with negative statements
about the label.23 Similar to 2015 results, few statements elicit strong agreement or
strong disagreement among substantial proportions of households. In addition, 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.
22 These statements are numbered Q16a through Q16w in the survey.
23 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
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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 strong fy agree, somewhat agree, neither
agree nor disagree, somewhat disagree, or strongfy disagree. The response of "neither agree nor disagree" is
described as "Neutral" in the chart below and the discussion that follows. I n 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.
ENVIRONMENTAL/ SOCIAL RESPONSIBILITY -100%-80% -60% -40% -20% 0% 20% 40% eo% 80%
MESSAGING
Buying ENERGY STAR-labeled produOs makes me
feel Ike I'm helping to prelect the errvronmenlforfutLie
generations
(n=933)
Buying ENERGY STAR-labeled produOs makes me feel
like I'm contributing to society
{n=933)
PURCHASING PREFERENCE
If I can not find the kind of productl am locxing for \sith
an ENERGY STAR label. I will shop elsewhere rathe
than buy a product thatdoes not qualify fcr the label
(n=935)
I consider myself loyal to ENERGY STAR-labeled
products
(n=935)
I consult energystar.gov for information on saving energy
(n=934)
PRODUCT ATTRIBUTES/ PERFORMANCE
ENERGY STAR products provide mewith more benefits
than products withoutthe ENERGY STAR label
(n=933)
ENERGY STAR-labeled produOs offer better value
than products withoutthe label
(n=935)
If I see the ENERGYSTAR label. I know l m getting a
more e n ergy-eff icien t prc-du ~
in=934)
When I buy a productwith the ENERGY STAR
label. I can al.vaysbesure it s high quality
(n=934)
32% Neutral
38% Neutral
46% Neutral
49% Neutral
32% Neutral
41% Neutral
44% Neutral
30% Neutral
53% Neutral
-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 Attn butes - Agreement with Positive Statements (Cont.)
(Base= Recognize label (aided))
E3 Strongly disagree ¦ Somewhat disagree ~ Somewhat agree £2 Strongly agree
-100%-80%-60%-40%-20% 0% 20% 40% 60% 80%
TECHNOLOGY ASSESSMENT
am willing to pay more money for a product
that saves the most energy (n=933)
41% Neutral
like to have the most advanced technology available to
me 42% Neutral
0i=934)
consider myself up to date with technology
0i=935)
37% Neutral
fill
-100%-80% -60% -40% -20%
T 1 I I
20% 40% 60% 80%
Response to Categortcal Statements Regarding Messaging,
Purchasing, and Product Attnbutes - 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 resultsfor the "Neutral1
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.
03 strongly disagree ¦ somewhatd sagree ~ somewnatagree £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 Tiakes
me feel like I'm spending extra money for 40% Neu:ral
no:hing
(n=934)
ENERGY STAR labeled products are
no different from othe" products 37% Neutral
(n=934)
In the long run, I don't bel eve ENERGY
STAR labeled products save me mnnay qqn. Meu-rai
(n=934)
I don'tt-ustthat ENERGY STAR labeled
products save the energy they're sjpposedto 40% Neu'ral
(n=934)
-100%-80% -60% -40% -20%
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 2016 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 similar in
2016 (59 percent) as 2015 (56 percent), (p-value = 0.2610). Thirty-two percent are
neutral in their level of agreement or disagreement with this statement, this is a
decrease from 2015 (37 percent); this difference is statistically significant at the 10-
percent level (p-value = 0.0665). A smaller proportion of households somewhat
disagree with this statement "Buying ENERGY STAR-labeled products makes me
feel like I'm contributing to society" in 2016 (6 percent) than in 2015 (7 percent); this
difference is statistically significant at the 10-percent level (p-value = 0.0698).
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 2016 survey to investigate households purchasing
preferences with respect to ENERGY STAR-labeled products. In 2016, proportions of
agreement, neutrality, and disagreement for each of these three statements are
similar to 2015 proportions.
This year, 27 percent of households somewhat or strongly agree with the statement "I
consider myself loyal to ENERGY STAR-labeled products." Forty-nine percent of
households in 2016 are neutral, and 24 percent somewhat or strongly disagree with
the above statement.
Twenty-three percent of households in 2016 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." Forty-six
percent of households are neutral, and 32 percent disagree.
Nine percent of households agree with the statement "I consult energystar.gov for
information on saving energy." Thirty-two percent of households in 2016 are neutral,
and 58 percent disagree with the above statement.
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 2016, proportions of agreement, neutrality, and disagreement for each of these
statements are similar to 2015 proportions.
Forty-eight 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-seven percent of households are neutral in their level of agreement
or disagreement with this statement, and 15 percent somewhat or strongly disagree.
These proportions are similar to the 2015 results, where 45 percent of households
agreed, 39 percent were neutral, and 16 percent disagreed with the above
statement.
Thirty-seven percent of households agree (either somewhat or strongly) with the
statement "I like to have the most advanced technology available to me." Forty-two
percent are neutral, and 21 percent disagree (either somewhat or strongly) with this
statement. All of these proportions are similar to the 2015 results with p-values > 0.10;
the 2015 results were 38 percent, 44 percent and 18 percent, respectively.
Thirty-eight percent of households agree (either somewhat or strongly) with the
statement "I consider myself up to date with technology." Forty-one percent are neutral,
and 21 percent disagree (somewhat or strongly disagree) with this statement. These
are similar to the 2015 results of 39 percent, 42 percent and 19 percent, respectively.
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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 2016 survey by asking respondents their level of agreement or
disagreement with the statement "If I see the ENERGY STAR label, I know I'm
getting a much more energy-efficient product." Sixty-five percent of respondents
either strongly or somewhat agree with this statement, which is similar to 66 percent
in 2015 (p-value = 0.7925). 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 also 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." Twenty-
nine percent of households either strongly or somewhat agree with this statement,
and 53 percent are neutral. These are both similar to the previous year, 32 percent
and 53 percent, respectively. More households in 2016 (19 percent) than in 2015 (15
percent) either somewhat or strongly disagreed with the statement, this difference is
statistically significant at the 10-percent level (p-value = 0.0616).
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, and 7 percent either somewhat or
strongly disagree. These results are the same as 2015. On another statement
regarding product value, "ENERGY STAR-labeled products offer better value than
products without the label," 47 percent of households agreed with the statement and
9 percent disagreed. These were similar to the 2015 values of 47 and 7 percent,
respectively.
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 2016, 46 percent somewhat or strongly disagree with
this statement. Forty percent of households in 2016 are neutral, and 14 percent
agree with this statement. These results are similar to the 2015 results.
In 2016, 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 13 percent agreement, with most
respondents disagreeing (46 percent). The proportions of households that
agree and disagree with these statements in 2016 are similar to the 2015
results.
C-11
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• The statement, "In the long run, I don't believe ENERGY STAR-labeled
products save me money" also had 13 percent agreement, and 48 percent of
households somewhat or strongly disagree with this statement. This is similar
to 2015 (12 percent and 48 percent, respectively).
• Finally, the statement, "ENERGY STAR products are no different from other
products" received only 12 percent agreement and almost four times as much
disagreement (51 percent). These results are with the same as the previous
years' results.
Fifty-two percent of respondents either somewhat or strongly agree with the
statement "It seems like most products have the ENERGY STAR label these
days,24" while 8 percent somewhat or strongly disagreed with the statement. The
proportions of households that agree and disagree with these statements in 2016
are similar to the 2015 results.
24 This statement was deemed neither positive nor negative so it does not appear in the previous chart.
C-12
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4.5 Consumer Perceptions by Publicity Category
The 2016 results also suggest that local and regional efforts to publicize ENERGY
STAR have been successful in affecting consumer perception and recognition of the
label. A smaller proportion of households in high-publicity areas than non-high-
publicity areas disagree with the following statements that communicate a positive
perception of ENERGY STAR:
• "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" (29 percent compared to 35 percent).
• "I consider myself loyal to ENERGY STAR-labeled products" (21 percent
compared to 27 percent).
A larger proportion of households in high-publicity areas than non-high-publicity areas
are neutral in their level of agreement or disagreement with the following statements:
• "I like to have the most advanced technology available to me" (46
percent compared to 38 percent).
• "I consult energystar.gov for information on saving energy" (35 percent
compared to 29 percent).
C-13
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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-nine percent of survey
respondents were primary decision makers fortheir household's home
appliance/lighting purchases.
Role in Household Purchasing Decisions
(Base = All respondents)
Home Appliances / Lighting
(n=1,034)
Home Office Equipment
(n=1,028)
Home Electronics (n=1,035)
Heating & Cooling Products
(n=1,029)
Building Materials (n=1,012)
v//m&
15% y>4 6% •
¦Ms
20% 40% 60% 80%
¦ Usually make decisions or share decisions equally
nGive input to decisions
aHave no input in decisions
100%
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6 LIGHT BULB PURCHASER QUESTIONS
In 2016,41 percent of all households purchased a light bulb(s). Ninety-two 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).
Ninety-two percent of light bulb purchasers indicated they installed the purchased
light bulb. Of these respondents, 36 percent purchased an LED(s); this is an
increase from 27 percent in 2015 (p-value = 0.0122). In 2016, fewer (26 percent)
purchased a CFL(s) than in 2015 (35 percent); this difference is statistically different
at the 5-percent level (p-value = 0.0156). Fourteen percent purchased an
incandescent bulb(s) and 5 percent purchased a halogen(s); this is similar to 2015
(15 percent and 7 percent, respectively). As shown below, in 2016 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=434)
CFL
27%
25%
¦¦ 16%
J 13%
sHigh Publicity
~ Non-High Publicity
Incandescent
I 6%
9en j 4%
0% 20% 40% 60% 80% 100%
Note: Q12(d_1) "Which type of bulb(s) did you purchase?
C-15
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In 2016, forty percent of respondents replaced an incandescent bulb(s), 29 percent
replaced a CFL(s), 6 percent replaced a LED(s) and 5 percent replaced a halogen(s).
These proportions are similar to 2015, which are 41 percent, 27 percent, 6 percent
and 5 percent, respectively. Results by publicity category are also similar and are
shown below.
Type of Light Bulb Replaced
(Base = Installers of light bulb(s) purchased, n=434)
Incandescent
CFL
LED
Halogen
0% 20% 40%
Note: 012(e) "Which type ofbulb($ did you replace?"
~ High Publicity
~ Non-High Publicity
60%
80% 100%
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LIGHTING FIXTURE PURCHASER QUESTIONS
In 2016, nine percent of all households purchased fixtures. This is similar to the 2015
proportion (11 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 2016, 20 percent of ENERGY STAR-labeled lighting fixture purchasers report
purchasing a compact fluorescent-based lighting fixture, 62 percent purchased a LED
lighting fixture and 13 percent purchased some other type of lighting fixture. These
are all similar to 2015 at 23 percent, 41 percent and 18 percent, respectively. For all
types of ENERGY STAR-labeled lighting fixtures purchased, there were 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=31)
Compact fluorescent-based
lighting fixture
LED-based lighting fixture
62%
Other type of lighting fixture
13%
0%
20%
40% 60%
80% 100%
Note: Q?A 1-4. Which kind of ENERGY STAR-labeled lighting fixture did you purchase?
OBA 1-4 is a multiple response question and therefore does not always sum to 100 percent. In
2015, 21 percent of respondents reported they "Don! know" the type of ENERGY STAR lighting
fixture purchased.
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7 ENERGY STAR MOST EFFICIENT QUESTIONS
The 2011 questionnaire added a brief series of questions25 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
in the 2016 survey.
In 2016, 23 percent of households that recognized the ENERGY STAR label (aided)
indicated they had seen or heard of ENERGY STAR Most Efficient. This is similar to
26 percent of households in 2015 (p-value = 0.2348). Among households that had
seen or heard of ENERGY STAR Most Efficient:
• Thirty-eight percent were aware that products designated ENERGY STAR Most
Efficient 2016 represent a subset of ENERGY STAR qualified products within a
given product category.26 This is similar to 32 percent in 2015 (p-value =
0.4392).
• Just under half (46 percent) recognized the ENERGY STAR Most Efficient
marketing graphic when it was shown to them; this is also similar to 47
percent in 2015 (p-value = 0.8782).
• Fifty-one 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 is a decrease from last year
(63 percent), (p-value = 0.0904).
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
2016
(n=135)
2015
(n=107)
Strongly disagree
6%
1%
Somewhat disagree
4%
3%
Neither agree rior disagree
39%
33%
Somewhat agree
32%
42%
Strongly agree
19%
21%
Total
100%
100%
Fifty-five percent of households in high-publicity areas and 46 percent of households
in non-high-publicity areas somewhat or strongly agree
25 The ENERGY STAR Most Efficient questions, Q18 - Q22, are shown in Appendix D: 2015 Survey Questions and
Flowchart on page D-9.
26 This question was added to the survey in 2013 (Q20: "Were you aware that products designated ENERGY
STAR Most Efficient 2016 represent a subset of ENERGY STAR qualified products within a given product
category?").
C-18
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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)]
45%
34%
5 %Jj^_ 5%
2%
¦ High Publicity (n=71)
~ Non-High Publicity (n=64)
33%3<|o/o
14%
Strongly Somewhat Neutral
disagree disagree
Somewhat Strongly
agree agree
C-19
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7.1 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.27
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 2016 demographic characteristics of MEI and
non-MEl households were similar. However, a smaller proportion of MEI
households (55 percent) than non-MEl households (71 percent) identified as
white (non-Hispanic) (p-value = 0.0397).
27 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).
C-20
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CONSUMER PERCEPTIONS
MEI households are very likely to associate ENERGY STAR with environmental and
social benefits. They 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, all twelve
positive statements in the table below are statistically significant at the 1-percent level
(p-value < 0.01).
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
***lf 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
***l consider myself loyal to ENERGY STAR-labeled products
***l 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 see the 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
*"l like to have the most advanced technology available to me
***l am willing to pay more money for a product that saves the most energy
4.3
3.6
4.1
3.4
2.8
2.1
3.5
. 3.7
3.0
3.0
4.1
3.5
4.0
3.4
4.3
3.8
I 3.9
3.0
3.7
3.1
3.1
3.8
4.0
3.3
¦ MEI
~ Non-M El
*** MEI and non-MEl averages are statistically different from each other at the 1-percent level of significance
(p-value <0.01).
C-21
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MEI and non-MEl averages are statistically similar for the negative statements
presented in the table below (p-value > 0.10).
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 Fm spending extra money for nothing
ENERGY STAR labeled products are no differeit from
other products
In the long run, I don't believe ENERGY STAR l3beled
products save me money
I don't trust that ENERGY STAR labeled products save
the energy they're supposed to
~ Non-ME
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8 ENERGY STAR "CONNECTED" QUESTIONS
Consistent with 2015, 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 (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 "Connected" Recognition
In 2016, 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). Four 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 decrease from 9 percent in 2015 at the 1-percent significance level (p-value =
0.0062). Results for recognition of ENERGY STAR "Connected" by publicity category are
provided in the following table.
Recognition of the ENERGY STAR "Connected" Label by Publicity Category
Publicity Category
Recognized
ENERGY STAR
"Connected" (n=35)
High
4.2%
Non-high
4.0%
Difference (High minus Non-high)
0.20%
p-value
0.8959
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). Twenty-two of the 23 respondents were able to articulate what ENERGY
STAR Connected meant to them.28 Fifteen respondents provided responses relating to
products capable of connecting to additional (smart) technology devices, such as phones,
Bluetooth, or internet. Four answers pertained to benefits with either a positive perception or
an awareness of being connected to the product, and 3 respondents reported something
relating to technology or money.
28 One respondent answered "very much;" no respondents answered "Not sure"/" Not much" nor "Nothing."
D-1
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APPENDIX D: 2016 SURVEY QUESTIONS AND FLOW CHART
2016 ENERGY STAR SURVEY
August 22, 2016
Changes since 2015 highlighted in red.
Yes
ES2.
What does the ENERGY STAR label
mean to you?
1
ES3A.
Is this the label you have seen or
heard of before? [SHOW OLD OR
NEW LABEL, IN RANDOM
ORDER]
r
/ Yes, x
No, or
Don't Know
l
'
ES3B.
Have you seen or heard of
this version of the
ENERGY STAR label?
[SHOW LABEL NOT
PREVIOUSLY SEEN]
1
'
ES1. Have you ever
seen or heard of the
ENERGY STAR label?
No or
Don't Know
r
ES3C. (old ES4a1)
Please look at the ENERGY
STAR label on the left. Have
you ever seen or heard of this
label? [SHOW OLD OR NEW
LABEL, IN RANDOM ORDER]
Yes
No
Don't know
'
ES3D.
Have you seen or heard of this
version of the ENERGY STAR
label? [SHOW LABEL NOT
PREVIOUSLY SEEN]
Yes
No
Don't Know
-------
r
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
'
No or
Don't Know
Yes
Skip to Q6a
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?
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]
D-2
-------
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 Appliances/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(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 Eauipment
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
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
Window
Newly built home
Door
Skylight
Insulation
Roofing material
1
Q6a1.
Have vou or someone else in vour household been shoppina in a store in the
last 12 months for any 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
D-3
-------
Q6b.
Have you or someone else in your
household been shopping for a central air
conditioner, furnace or boiler, heat pump, or
newly build 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
Yes No Don't remember
, did you look for the ENERGY STAR label?
I did not shop for this product myself
When you shopped for
with the ENERGY STAR label?
did you ask a salesperson for a product
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 Eauipment
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 Appliances/Liahtina
Home Electronics
Dishwasher
Television
Refrigerator
DVD product (including TV/DVD)
Lighting fixture
Audio product
Washing machine
Light bulb
Microwave oven
Dehumidifier
None of these products
D-4
-------
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.
Buildina Materials
Buildinas
Window
Newly built home
Door
Skylight
Insulation
Roofing material
None of these products
No / Don't Know
Did you install the light bulb(s) you purchased in a light
fixture?
Yes
No
Don't know
Yes
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
ES3A
ES3B
ES3C
ES3D
ES6
No products
purchased
Go to Q16 series (pg 7)
Any products
purchased
-------
''Skip to New QC, and
then go
toQ11.
No or
Don't Know
Yes
/ No or \
Don't Know
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)?
(show only the products they checked
off in Q12, in grid pattern, with the
following options to check for each:
"Saw label" "Did not see label" "Don't
know")
Q7a_1 thru Q7a_3: On which products
did you see the ENERGY STAR label?
If "Lighting fixture" checked in Q7a_1-Q7a_3
series (i.e., they reported purchasing an
ENERGY STAR-labeled 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
Q11. How likely are you to recommend ENERGY STAR-
labeled products to a friend?
Sliding 11-point horizontal scale, with only endpoints
marked.
Endpoints:
0=Extremely L/nlikely
10=Extremely Likely
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
Very much / Somewhat / Slightly / Not at all / 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.)
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
D-6
-------
Note: These two
diamonds are
the same as
those before Q7.
Goto 17
ES3A not=1 and
ES3B not=1 and
ES3C
ES3D
ES6
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 Somewhat Neither Somewhat
Strongly
Disagree Disagree Agree nor Agree
Agree
Disagree
Q16a. ENERGY STAR-labeled products provide me with more benefits than products without the ENERGY STAR label.
12 3 4
5
Q16c. ENERGY STAR-labeled products offer better value than products without the label.
12 3 4
5
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.
12 3 4
5
Q16f. Buying ENERGY STAR-labeled products makes me feel like I'm helping to protect the environment for future generations.
12 3 4
5
Q16h. Buying ENERGY STAR-labeled products makes me feel like I'm contributing to society.
12 3 4
5
Q16i Buying ENERGY STAR-labeled products makes me feel like I'm spending extra moneyfor nothing.
12 3 4
5
Q16I. I consider myself loyal to ENERGY STAR-labeled products.
12 3 4
5
Q16n. It seems like most products have the ENERGY STAR label these days.
12 3 4
5
Q16o. If I see the ENERGY STAR label, I know I'm getting a more energy-efficient product.
12 3 4
5
Q16p. When I buy a product with the ENERGY STAR label, I can always be sure it's high quality.
12 3 4
5
Q16q. ENERGY STAR-labeled products are no different from other products.
12 3 4
5
Q16r. In the long run, I don't believe ENERGY STAR-labeled products save me money.
12 3 4
5
Q16s. I don't trust that ENERGY STAR-labeled products save the energy they're supposed to.
12 3 4
5
Q16t. I am willing to pay more moneyfor a product that saves the most energy.
12 3 4
5
Q16u. I like to have the most advanced technology available to me.
12 3 4
5
Q16v. I consider myself up to date with technology.
12 3 4
5
Q16w. I consult energystar.gov for information on saving energy.
12 3 4
5
-------
Q17. Please tell us about your role in your household's purchasing decisions. For each of the product groups listed below, do you usuall
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.
Q18. Have you ever
seen or heard of
ENERGY STAR Most
Efficient?
No or Don t
Know
Q19.
What does ENERGY STAR Most
Efficient mean to you?
Q20.
Were you aware that products
designated ENERGY STAR Most
Efficient 2016 represent a subset
of ENERGY STAR qualified
products within a given product
category?
Yes, No, or
Don't Know
Q21.
Is this the graphic you have seen
or heard of before? [SHOW
MOSTEFFICIENT
DESIGNATION]
D-8 ~
-------
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
ES3A=1 or ES3B=1 or
ES3C=1 or ES3D=1 or
ES6=1
Note: These two
diamonds are the
same as those
before Q7, Q16,
and Q18.
1
r
Q30. Have you ever heard
the term "connected" in
relation to ENERGY STAR
products?
No or Don't
Know
Q31. What does ENERGY
STAR "Connected" mean to
you?
Go to demographic .
questions and closing
D-9
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