Energy Star Recognition Grew Among U.S. Homes in 2010, Green Consortium Says

People in 83 percent of U.S. homes recognized the Energy Star label in 2010, up from 77 percent a year ago, said a survey by the Consortium for Energy Efficiency (CEE). The results show that “long-term consistent brand promotion” by consortium members, trade groups and federal government has paid off, said the group, representing energy efficiency program administrators in states and in U.S. and Canadian utilities. The CEE sets standards and draws up programs that utilities can use to provide incentives for energy efficient products, including TVs.

Sixty-four percent associated Energy Star with “efficiency or energy savings,” the report said. “Consumers increasingly understand that products that use energy come with two price tags -- the sticker price and the price to operate the products,” said Monica Nevius, CEE principal program manager of evaluation and research. “By looking at consumer acceptance of the Energy Star label, we can see the impact CEE member promotion has had."

TVs were among the eight top products that survey respondents associated “unprompted” with the Energy Star label, the report said. Appliances, refrigerators and washing machines showed the strongest association with the label. Forty-three percent of households reported buying an Energy Star product in 2010, up from 33 percent the previous year, it said. Households that got rebates or reduced-rate financing for buying an Energy Star product doubled to 24 percent in 2010 from 12 percent in 2009, the survey found. Of those householders in 2010, 50 percent said they would have been “very likely” to purchase the Energy Star product even without a financial incentive.

Sixty-nine percent of households said they had seen “something about” Energy Star on electronics and appliance labels, and 68 percent had learned about the brand in store displays. Only 48 percent said they had heard or seen about Energy Star on TV commercials. Other Energy Star information sources included utility mailings, bill inserts, EnergyGuide labels and newspaper and magazine ads.