The national survey’s results provide critical evidence to federal decision makers about the effectiveness of expenditures on the ENERGY STAR program, which provides all CEE members with a cost-effective marketing platform for their efficiency programs. The survey is also instrumental to CEE members in assessing the effects of their own promotion of the label and incentives for labeled products. The 2010 report shows key indicators of the value accrued to the ENERGY STAR brand, such as label recognition, understanding, and influence on purchasing decisions, continuing to improve. For example,

• 83% of households recognized the ENERGY STAR label when shown the label.
• 64% of households associated the ENERGY STAR label with "efficiency or energy savings."
• 43% of households knowingly purchased an ENERGY STAR-labeled product in the past 12 months.
• Nearly 80% of households that recognized the label and purchased a product are likely to recommend ENERGY STAR products to others, with 29% reporting that they are "extremely likely" to recommend ENERGY STAR labeled products.

Each year, CEE members may choose to sponsor the data collection.

Survey sponsors meet monthly in the months leading up to the survey (which is fielded in September) in order to plan the year's effort and make adjustments to the survey instrument. Survey sponsors have the option of conducting oversamples in their state or service territory for the marginal cost of the additional cases, and of adding questions to the survey instrument sent to oversample cases.

For further information about sponsoring the survey, survey logistics and some general trends over time, see the ENERGY STAR Awareness Survey Fact Sheet. There are also links for papers that describe particular aspects of ENERGY STAR awareness and other measures of progress produced by CEE and its members.

The following organizations generously sponsored CEE's 2009 ENERGY STAR survey:

• AmerenUE
• Bonneville Power Administration
• Cape Light Compact
• Gas Networks (Bay State Gas, Berkshire Gas, National Grid, New England Gas Co., NSTAR Gas, Unitil)
• Long Island Power Authority
• National Grid
• New Jersey Board of Public Utilities Clean Energy Program
• Northwest Energy Efficiency Alliance
• NSTAR Electric
• Pacific Gas and Electric
• San Diego Gas and Electric
• Southern California Edison
• Southern California Gas
• We Energies
• Western Massachusetts Electric Company
• Wisconsin Focus on Energy
• Xcel Energy

NRCAN's Tracking Study: Awareness of ENERGY STAR/ EnerGuide Symbols 2006

In November 2001, the Office of Energy Efficiency at Natural Resources Canada approached Ipsos-Reid to conduct a survey to establish a benchmark of pre-launch awareness of ENERGY STAR, an international high-efficiency initiative that the department was introducing in Canada, as well as to track awareness of EnerGuide, an existing Natural Resources program.

As part of its ongoing commitment to monitor program effectiveness, NRCan conducts regular surveys to take the pulse of the Canadian public and track changes in awareness of the two programs, thereby gauging the effectiveness of the initiative and of the supporting promotional campaigns conducted by the department and various participants in the initiative.

This research represents the sixth wave of testing conducted since November 2001. Earlier research was also conducted in May 2005, November 2004, September 2003 and January 2003.

This wave of the study has been conducted to support NRCan's on-going evaluation of the ENERGY STAR and EnerGuide programs. Results through three previous waves of tracking surveys from 2001-2004 have shown marked increase in awareness among the Canadian population.

The present survey gathered information on Canadians' awareness and understanding of and reaction to the ENERGY STAR symbol and the EnerGuide program.

BC Hydro's 2006 ENERGY STAR® AWARENESS Baseline Survey Results

This study collects baseline data on the awareness and understanding of the Energy Star® Label among British Columbia consumers. This research supports the Power Smart residential energy acquisition strategy and program planning, and contributes to BC Hydro's long-term demand-side management strategy to promote conservation. In order to transform the market, energy efficient technologies need to be made more available, awareness of them increased, access and affordability improved, and consumer acceptance more widespread.

PAPERS

Progress Towards Loyalty: Trends in ENERGY STAR Awareness and Brand Equity Among U.S. Households, 2000-2008 (Nevius, McNamara, Spielman & Barry 2008)

Steps On the Path to Loyalty: An Assessment of ENERGY STAR Brand Equity Indicators. (Nevius 2006)

Shopping For an Education: The Added Value of Point-of-Purchase Materials. (Nevius & Feldman 2004)

ENERGY STAR Survey 2001: Implications for the ENERGY STAR Program and Program Partners. (Nevius, Goldberg & McNamara 2002)