Appliance Design - December 2007 - (Page 8) NEwS watch coNSumErS Show GrEEN FatIGuE onsumers have lost a marked level of enthusiasm for energy-efficient home products, as well as for green housing itself, according to recent research that identifies economic concerns as the cause. “Energy Pulse 2007,” a study released in October by The Shelton Group, Knoxville, Tenn., reveals a significant, measurable downturn in purchase intent for a range of green home products, as well as rising skepticism about advertisers’ use of terms like “green,” “sustainable,” “earth,” and “ecofriendly.” This year’s version of the annual study documents that purchase intention for every energy-efficient home products evaluated is down from the study’s 2006 results. Examples of decreases in levels of “likely/ very likely” purchase intention include: 4Purchase a programmable thermostat – down 22 percent. 4Purchase an energy-efficient compact fluorescent or halogen light bulbs – down 11 percent. 4Purchase an Energy Star appliance – down 19 percent. 4Purchase higher efficiency heating/ cooling system – down 17 percent. 4Install solar panels or other renewable energy generation at home – down 21 percent. Energy Pulse 2007 also indicates that the total number of current conservation activities and energy-efficient product ownership averaged 3.00 in 2007, down FaStEr PhaSEout. Hydrochlorofluorocarbons (HCFCs) were meant to serve as a transitional bridge from CFCs to other more optimal alternatives. That bridge just got shorter. The 19th Meeting of the Parties to the Montreal Protocol (MOP-19) on substances that deplete the ozone layer, held in Montreal, Canada, on Sept. 17-21, concluded with an agreement to accelerate the phaseout date of new 8 applianceDESIGN December 2007 c from 3.63 in 2006; and the number of “very likely” energy conservation activities and product purchases cited by consumers averaged only 2.49 in 2007, down from 3.74 in 2006. When respondents were asked whether they would choose one home over another based on energy efficiency, those who answered “yes” declined significantly in 2007 compared with responses in 2006, by 16.27 percentage points. Average response among consumers who think energy conservation is important in how it impacts their daily purchase choices and activities is down this year by 5 percentage points. In the 2006 study, 72.3 percent thought it is important/extremely important. This year, 67.26 percent think it is important/extremely important. “In the past few years, consumers have been bombarded by the marketing messages of companies jumping on the green-friendly bandwagon,” said Suzanne Shelton, CEO of Shelton Group, which independently sponsored the study. People are becoming much more inquiring about the bill of green goods being sold to them, Shelton says, not only in terms of whether something is as ‘green’ as touted, but also whether its “greenness” matters enough to pay a higher cost. According to Shelton, “energy-efficient” is consistently equated to “more expensive” in the minds of consumers. “What consumers are often fatigued about in 2007 is the price differential – or at least the perceived price differential,” manufacturing equipment using HCFCs by 10 years in developing countries. The agreement requires developed countries (Article 2) to reduce their consumption and production of HCFCs by 75 percent in 2010, by 90 percent in 2015, and by 99.5 percent in 2020, while allowing 0.5 percent for servicing the period 2020 to 2030. In 1987, the Montreal Protocol established requirements that Shelton said. “But saying ‘save money’ when advertising an energy-efficient product isn’t necessarily good enough. Our research shows that consumers want proof. Messages also need to offer other subtle suggestions such as happiness, safety, peace of mind, and security in order to resonate with what consumers desire.” When asked which messages from a number of options would be the most persuasive to encourage home buyers to spend $4,000 more on energy efficient or green features, the top three answers were: 1. Monthly utility savings would more than cover the difference in the mortgage payment. 2. An energy-efficient home has lower utility bills. 3. (Tie) A green home is healthier for your family. 3. (Tie) Many green / energy-efficient features have multiple benefits, such as better air-sealing, which helps reduce/ prevent mold. Energy Pulse 2007 showed that respondents continue to have unrealistic expectations regarding the impact energy efficient renovations can have on their utility bills, with respondents citing cost-savings expectations on average of 49 percent to 53 percent per month. The Shelton Group is a marketing and research firm that specializes in taking energy-efficient and green products and services to market. For more information, visit www.energypulse.org < began the worldwide phaseout of ozonedepleting chemicals. Under the new agreement, developing countries (Article 5) will now phase out all new equipment using HCFCs by 2030, (instead of 2040, the previous deadline) with reduction steps of 10 percent by 2015, 35 percent by 2020, and 67.5 percent by 2025. It allows for servicing an annual average of 2.5 percent from 2030-2040. www.applianceDESIGN.com http://www.energypulse.org http://www.appliancedesign.com
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