In a recent national consumer study, we explored awareness of and attitudes about energy-efficient products and incentives. The good news? Awareness of these products is very high. However, the more interesting insight is that 53% of shoppers are not aware of the associated rebates or incentives. For today’s deal-seeking consumers, these money-saving offers could strongly affect their purchasing decisions and, in the long run, their energy consumption habits, too.

1. S H I N E T H E S P O T L I G H T O N
ENERGY-EFFICIENCY INCENTIVES
A N D M O R E C O N S U M E R S W I L L P A R T I C I P A T E
Today’s deal-seeking consumers are looking for smarter
ways to save. Energy-ecient products are a great option,
thanks to rebates, incentives and long-term utility savings.
In a recent national shopper study, we asked 2,870
Americans about their awareness of, participation in and
reasons for choosing energy-ecient product and services.
Our respondents represent standard US demographics —
and are in both regulated and competitive markets.
PEOPLE ARE ENLIGHTENED ABOUT ENERGY-EFFICIENT PRODUCTS
Today, most consumers are aware that energy-ecient products are available. In fact, 93% are
familiar with LED and CFL lightbulbs, thanks to extensive news coverage and advertising about the
recent phase-out of traditional incandescent bulbs in the US.
Awareness of the ENERGY STAR® Label is also high — only 16% of consumers are not familiar with
this 22-year-old, government-backed program.
HOW FAMILIAR ARE YOU WITH THE FOLLOWING ENERGY-EFFICIENT PRODUCTS?
40% 11% 34% 18% 59% 7%
49% 48% 34%
APPLIANCES, SUCH AS
DISHWASHERS, WASHING
MACHINES, REFRIGERATORS
HEATING AND COOLING
EQUIPMENT, SUCH AS
AIR CONDITIONERS
LIGHT BULBS, SUCH
AS LEDS OR CFLS
VERY FAMILIAR SOMEWHAT FAMILIAR NOT VERY OR NOT AT ALL FAMILIAR
ARE YOU FAMILIAR WITH THE ENERGY STAR LABEL?
YES, I HAVE PURCHASED
ENERGY STAR ITEMS
YES, BUT I HAVE
NOT PURCHASED
ENERGY STAR ITEMS
NO, I AM NOT
67% 17% 16% AT ALL FAMILIAR
A BRILLIANT COMBINATION: SAVE MONEY AND ENERGY
When it comes to purchasing these products, consumers’ motivations are straightforward. Eighty
percent want to save money on their utility bills, and 92% agree that energy-ecient appliances
will achieve this goal. Seventy-one percent want to save energy. Purchasing the right product can
certainly fufill both of these desires.
WHY HAVE YOU OR WOULD YOU PURCHASE AN ENERGY-EFFICIENT PRODUCT?
SELECT ALL THAT APPLY.
I am interested in long-term savings on my energy bill
Saving energy is important to me
They are better for the environment
They are quieter
They work better
Buying them boosts the economy
They make my home more comfortable
Using energy-ecient appliances in my
home saves me money on my energy bill.
Energy-ecient appliances
are better for the environment.
Buying energy-ecient
appliances boosts the economy.
Energy-ecient appliances
make my home more comfortable.
Energy-ecient appliances work better
than non-energy-ecient appliances.
59%
47%
26%
24%
23%
33%
36%
32%
31%
30%
IF YES, WHERE OR HOW DID YOU
BECOME AWARE OF THESE REBATES OR INCENTIVES?
SELECT ALL THAT APPLY.
80%
71%
49%
24%
24%
22%
20%
INDICATE HOW YOU FEEL ABOUT THE FOLLOWING STATEMENTS.
A BRIGHT IDEA: PUSH YOUR PROGRAMS
Here’s the real opportunity: Tell consumers about the rebates and incentives available when they buy
energy-ecient products. And then tell them again.
Although more than 4 out of 5 shoppers know about the available products, 53% of them are not
aware of the additional savings that can accompany their purchases. And, since saving money and
energy is important to these consumers, this opportunity to save even more is sure to be appealing.
ARE YOU AWARE OF REBATES OR INCENTIVES
FOR PURCHASING ENERGY-EFFICIENT PRODUCTS?
53% NO 47% YES
42%
THE STORE WHERE I
SHOP FOR APPLIANCES
38%
TV, RADIO OR
NEWSPAPER ADS
36%
MAIL, EMAIL OR BILL
MESSAGES FROM MY UTILITY
25%
MY UTILITY’S
WEBSITE
17%
NEWS STORIES
16%
RETAILER
WEBSITES
14%
ONLINE
ADVERTISEMENTS
12%
FRIEND OR
NEIGHBOR
9%
CONTRACTOR OR
INSTALLATION COMPANY
OUR CONCLUSIONS?
You can encourage today’s deal-seeking consumers to purchase more
energy-ecient products by making sure they know about all available
incentives. Need help? Call parago, the energy incentive experts.
© 2014 Parago, Inc. All rights reserved.
parago.com/services/energy • 866.219.7533 • sales@parago.com
7%
16%
37%
40%
42%
1%
1%
5%
5%
5%
strongly
agree
somewhat
agree neutral do not
agree