ENERGY STAR Awareness
ENERGY STAR® is the most widely recognized symbol for energy efficiency in America. In fact, more than 90% of households recognize the blue ENERGY STAR label.
That’s just one finding from the latest national household survey of consumer awareness of ENERGY STAR, sponsored by the Consortium for Energy Efficiency (CEE). Since 2000, the survey objectives have largely been the same: to collect national data on consumer recognition, understanding, and purchasing influence of the ENERGY STAR label, as well as data on messaging and product purchases.
Download the full 2019 report or read through its key findings, below.
U.S. households show high levels of recognition of the ENERGY STAR label. In 2019, ninety-one percent of households reported recognizing ENERGY STAR when they were shown the label (aided recognition). Eighty-three percent of households reported seeing or hearing about ENERGY STAR prior to being shown the label (unaided recognition). Trends in awareness over time are shown in the chart below.
Recognition of the ENERGY STAR Label
U.S. households have a high level of understanding of the ENERGY STAR label. In 2019, seventy-four percent of households demonstrated a high understanding of the label and eighty-two percent exhibited at least a general understanding. Trends in understanding over time are shown in the chart below.
Understanding of the ENERGY STAR Label
In 2019, fifty-six percent of U.S. households report knowingly purchasing at least one ENERGY STAR-labeled product in the past 12 months. Trends in ENERGY STAR purchasing over time are shown in the chart below.
Knowingly Purchased an ENERGY STAR Product
In 2019, sixty-eight percent of the U.S. households that recognized the ENERGY STAR label and knowingly purchased an ENERGY STAR certified product, report being "very much" or "somewhat" influenced by the label. Trends in ENERGY STAR influence over time are shown in the chart below.
Influence of ENERGY STAR Label on Product Purchasing
In 2019, of those who knowingly purchased an ENERGY STAR product in the past 12 months, thirty-four percent of households report they would be “extremely likely” to recommend ENERGY STAR products to a friend (answering 10 on a 0- to 10-point scale with 0 being extremely unlikely and 10 being extremely likely). The likelihood of recommending ENERGY STAR products to a friend is greater than “5” for 71 percent of all surveyed households. Trends in ENERGY STAR loyalty are shown in the chart below.
Likely to Recommend ENERGY STAR
Data source: EPA Office of Air and Radiation, Climate Protection Partnerships Division. National Awareness of ENERGY STAR® for 2019: Analysis of 2019 CEE Household Survey (PDF, 2.3 MB). U.S. EPA, 2020.