Consumer Energy Awareness and Attitude Study March, 2003

1. Consumer EnergyAwareness and Attitude StudyMarch, 2003

2. Table of Contents

3. Objectives of the Study To measure the importance of energy and natural resource conservation to consumers, and to find out if they would consider powering their home with natural resources. To learn whether consumers have ever received an appliance as a gift, and to collect stories about amusing appliance "disasters" they may have had in the past. To learn which person in the household consumers feel is the "most" and "least efficient" as well as the "most" and "least energy-efficient. To measure consumer usage of compact fluorescent light bulbs, ceiling fans, and air conditioners in their home. To measure consumer awareness of the Energy Star program, and to learn whether they would be willing to pay more for an Energy Star appliance.

4. Survey Method This study is based on a telephone survey conducted among 518 consumers between February 11 and 25, 2003. The sampling frame was a random-digit-dial (RDD) listing of residential telephone numbers in five geographic regions, including the states of Massachusetts, Vermont, Connecticut, and Rhode Island, and Nassau and Suffolk counties in New York (Long Island). The five regions were sampled independently. The numbers in all telephone exchanges in each region were represented in proportion to their actual percentage of the region total. Respondents were screened to meet the following criteria: They must be 21 years of age or older. They must own their residence. They may not work for a utility company, an advertising agency, a marketing research firm, or any company that manufactures or distributes household appliances. The respondents were informed that the survey was "about household appliances and energy efficiency" and was being conducted on behalf of "a group of utility companies in New England" (or "the Northeast," for respondents in New York). 100 interviews were completed with respondents in each region, except for 118 completed in Vermont. The total sample size was 518. The range of sampling error on 518 interviews is plus or minus 4.3% at the 95% level of confidence. The range of error on the regional samples of 100 is plus or minus 9.8% at the 95% level of confidence. This report consists of three major sections: 1) a graphical review of the survey findings, 2) a section of detailed cross-tabulations for each survey question by region, age of respondent, household size, and gender, and 3) an Appendix containing listings of all verbatim comments provided by respondents. A copy of the survey questionnaire is included at the end of the report.

5. Summary of Findings by Objectives 1 & 2 To measure the importance of energy and natural resource conservation to consumers, and to find out if they would consider powering their home with natural resources. The survey respondents generally agreed that it is �very important� to save energy resources. They place their highest priority on �saving home heating fuel like gas or oil,� which 85% said was �very important� to them. 78% said it was �very important� to save electricity, and 66% felt it was �very important� to save water. 40% would consider powering their home with natural sources such as solar or wind power, and another 14% said they might do so. Younger consumers, especially those under age 55, were more likely than older consumers to feel this way. Only 22% of those age 65 and over would be willing to use natural sources to power their home. More consumers feel it is important to save money, rather than energy. 49% said they would prefer to save money, while 29% would save energy. 17% said it is important to save both. Consumers are inclined to say they �strongly agree� that �energy conservation and energy efficiency should play a larger role in helping reduce our nation�s dependence on foreign oil.� 70% said they �strongly agree� with that statement, and an additional 22% said they �agree.� Agreement with the statement was consistent among all regions and consumer segments. Most respondents said they �try to be energy efficient most of the time.� 71% felt that this statement best described their level of energy efficiency �on a typical day.� 23% said they �try to be extremely energy efficient all the time.� Older consumers were more likely to agree with that statement, including 36% of those age 65 and over. To learn whether consumers have ever received an appliance as a gift, and to collect stories about amusing appliance �disasters� they may have had in the past. 38% said they have received an appliance as a gift. 29% have not received an appliance gift but would like to receive one, and 34% would not like to receive an appliance as a gift. 26% reported that they have had an appliance disaster that makes them laugh now. Their stories are printed verbatim in the Appendix to this report.

6. Summary of Findings by Objectives 3 & 4 To learn which person in the household consumers feel is the �most� and �least efficient� as well as the �most� and �least energy efficient.� Respondents were most likely to name the female head of household as the most efficient person in the home. Female respondents were most likely to claim the title for themselves, at 79%. 69% of the male respondents felt that they were the most efficient person, but 23% said that their wife was most efficient. 35% identified a child or their children as the least efficient members of their households. Females were most likely to name their children, but males were most likely to name themselves as the least efficient household member. The identification of the most and least energy-efficient members of the household was fairly evenly divided between the male and female heads of household. 68% of the females and 70% of the males said they were the most energy efficient. Females were somewhat more likely to name their husbands, at 22%, while 13% of the males named their wives. 34% of the respondents said that a child or their children were the least energy-efficient members of their household. To measure consumer usage of compact fluorescent light bulbs, ceiling fans, and air conditioners in their home. 67% claimed to have heard of compact fluorescent light bulbs, and 40% said they have at least one CFL bulb in their home. Those who use CGL bulbs have an average of 6 bulbs in their home. 66% reported that they have at least one ceiling fan in their home. Those with ceiling fans have an average of 3 fans in the home. 67% have an air conditioner in their home.

7. Summary of Findings by Objective 5 To measure consumer awareness of the Energy Star program, and to learn whether they would be willing to pay more for an Energy Star appliance. 51% of the consumers said that they had heard of the Energy Star program. Awareness was highest among younger consumers, rising to 71% among those under age 35. 53% were aware that they own appliances that carry the Energy Star label. Those under age 35 were most likely to report owning such products, at 65%. Consumers would be more likely to pay more for an Energy Star product if they knew it would help save them money than if it saved them time or helped to preserve the environment. 55% said they would be �very likely� to pay more for an Energy Star product that saved them money, while 43% would pay more to save time and 36% would pay more to help preserve the environment. For whatever reason, younger consumers were more likely than older ones to be willing to pay more for an Energy Star product.

8. Importance of Saving Resources to Consumers

9. Importance of Saving Home Heating Fuel Like Gas or Oil

10. Importance of Saving Electricity

11. Importance of Saving Water

12. Would Consumers Consider Powering Their Home With Natural Sources?

13. Is It More Important to Save Money or Energy?

14. Should Energy Conservation Play a Larger Role in Easing Dependence on Foreign Oil?

15. How Energy Efficient Are Consumers on a Typical Day?

16. Has the Consumer Ever Received an Appliance as a Gift?

17. Did the Consumer Ever Have an Appliance Disaster?

18. Who Is the Most Efficient Person in the Household?

19. Who Is the Least Efficient Person in the Household?

20. Who Is the Most Energy-Efficient Person in the Household?

21. Who Is the Least Energy-Efficient Person in the Household?

22. Has the Consumer Ever Heard of Compact Fluorescent Light Bulbs?

23. Does the Consumer Have CFL Bulbs in Their Home?

24. Does the Consumer Have an Air Conditioner in the Home?

25. Does the Consumer Have Ceiling Fans in the Home?

26. Has the Consumer Ever Heard of the Energy Star Program?

27. Does the Consumer Own Any Energy Star Labeled Appliances?

28. How Likely Would Consumers Be to Pay More for an Energy Star Product If . . .

29. Helps You Save Money

30. Saves You Time

31. Helps to Preserve the Environment