Green Terms Can Confuse Consumers
A green gap exists around terms such as energy efficiency, energy conservation, demand response, smart energy and clean energy, and customersâ€™ understanding, acceptance and perceptions of value around those terms, according to an EcoPinion survey from EcoAlign, a new marketing agency launched by the Distributed Energy Financial Group. The green gap in communications is contributing to a growing misalignment between customersâ€™ stated intentions, e.g., their desire to be more green or frugal with energy consumption, and their actual behavior.
According to the survey (download here), most consumers canâ€™t articulate the difference between the phrases â€śenergy conservationâ€ť and â€śenergy efficiency,â€ť while only 13 percent of respondents thinking energy efficiency has to do with saving money or cutting down on fuel costs.
- To conserve energy, a quarter of consumers try to buy energy efficient products, and 19 percent lower their thermostats, with women more likely to take actions around conserving energy.
- Only about one third, 30%, of Americans understand the term â€śsmart energyâ€ť and about the same amount, 32%, say they are not doing enough in terms of â€śsmart energy.â€ť
- One third of respondents do not know what â€śclean energyâ€ť signifies.
- 41% of consumers polled donâ€™t know what â€śdemand responseâ€ť is, but nonetheless find it un-popular (44%), annoying (42%) and un-helpful (40%).
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