EPA has released their analysis of data CEE collects in National Awareness of ENERGY STAR for 2007: Analysis of 2007 CEE Household Survey. The survey is available online.

About the ENERGY STAR Survey
The national survey results support CEE member programs by providing critical evidence to federal decision makers about the effectiveness of expenditures in support of ENERGY STAR. CEE members can also assess the effects of their own promotion of the label and incentives for labeled products.

Highlights of the Report
The EPA report shows key indicators of the value accrued to the ENERGY STAR brand—such as label recognition, understanding, and influence of the label on purchasing decisions—continuing to improve. When CEE first fielded the survey in 2000, only 41 percent of households across the nation recognized the label, and only 37 percent demonstrated a high level of understanding of the label. Now, at the national level:

• Seventy-four percent recognize the label.
• Seventy-six percent have a “high” or “general” understanding of the label.
• Unaided recognition of the label has jumped from 25 percent in 2001 to 58 percent in 2007.

• Seventy-nine percent of respondents in high publicity areas recognize the label, versus 65 percent in low publicity areas.
• Seventy-eight percent of respondents in high publicity areas showed a “high” or “general” understanding of the label in 2007, versus 71 percent of respondents in low publicity areas.
• Thirty-nine percent of respondents in high publicity areas reported that the presence of the ENERGY STAR label had “very much” influenced their purchasing decision, compared to 28 percent in low publicity areas.

Special Thanks
CEE is grateful to EPA and the sixteen CEE members who generously sponsored the 2007 survey:

• Bonneville Power Administration
• Cape Light Compact
• Entergy
• KeySpan Energy Delivery
• Long Island Power Authority
• National Grid
• New Jersey Board of Public Utilities
• Northeast Utilities (WMECO)
• Northwest Energy Efficiency Alliance
• NSTAR Electric
• Pacific Gas & Electric
• Sacramento Municipal Utility District
• San Diego Gas & Electric
• Southern California Edison
• Unitil
• Vectren

Planning and Sponsorship for the 2008 survey
CEE will begin planning the 2008 ENERGY STAR Survey in the upcoming weeks. If you are interested in sponsoring this year’s survey please contact Johanna Krouk.

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