Last month, 1,000 adults were surveyed on their attitudes about energy efficiency, and how energy-efficient products are marketed to them, by Media Post's Marketing Daily.
While more than one-third of respondents said energy efficiency was very important in their buying decisions (36.9%), a resounding majority (70.3%) said marketers' claims of energy efficency are only "somewhat believable." Despite a degree of skepticism, an even greater majority believes the current marketing emphasis on energy efficency is a long-term trend (84.2%) rather than a fad (15.8%). Sounds like a significant number of consumers have embraced energy efficiency as an important consideration, but marketers have to do a better job in ensuring their products do, in fact, save energy and in communicating this accurately to consumers.
Interestingly, when asked in what categories of purchases energy efficiency played the most important part, respondents named gas/fuel, automotive and appliances as areas where they payed the most attention to energy efficiency ("very important:" 56.7%, 51.9% and 56.7%, respectively). Other categories where respondents viewed energy efficiency as being a "very important" consideration included home improvement materials (39%), consumer electronics (36.5%, hotel/travel accomodations (10.5%) and food (16.8%).
Presumably, energy efficiency is most important when it comes to the price of gas, something nearly everyone notices, and least important when it comes to vacation time indulgences.
Posted by Dawn