“Green Gap Redux: Green Words Gone Wrong,” EcoPinion Survey Points to Consumer Confusion and Value Gaps Connected to Conservation, Renewable Energy and Smart Grid

WASHINGTON--()--EcoAlign, a strategic marketing agency focused on energy and the environment, today released the results of the sixth EcoPinion Survey to test consumer awareness and acceptance of terms used by the media and energy industry for messaging and communications around energy conservation, clean energy and smart grid.

The sixth EcoPinion survey confirms that consumers generally have positive associations with commonly used terms; however, our analysis shows that consumers do not understand the meaning of the terms and that individual consumers perceive little value or personal relevance of the terms with economic barriers being a key hurdle. As a result, the green gap between stated intentions and purchasing behavior still exists.

“Consumers understand the importance of conservation and clean energy on an intellectual and rational level but have not moved this awareness into action,” stated Andrea Fabbri, COO and Chief Marketing Officer.

Findings from the sixth EcoPinion Survey include:

  1. American consumers have positive associations with terms such as energy conservation and clean energy, using one-word associations such as “good, important and necessary.”
  2. With the exception of smart energy, consumer understanding of the terms tested decreased over the past two years. Less than one third of consumers could differentiate between energy conservation and energy efficiency.
  3. Some industry terms should not be used for external communications, including demand response and peak pricing.
  4. Thirty-one percent of Americans believe that the “environment” will benefit the most from smart grid investments. On the other hand, consumers thought that government, residential consumers and utilities would benefit the least from smart grid investments.
  5. When asked about motivations to use new energy technologies or participate in energy programs enabled by smart grid, approximately two-thirds of Americans describe themselves as “cost-conscious savers” or “value buyers.”
  6. There is a huge range in the level of consumer understanding about the terms and concepts for alternative billing and payment options.
  7. Most consumers have a neutral perception of value connected to alternative billing and payment options.

A copy of the full EcoPinion report is available at no charge by visiting EcoAlign’s website at www.ecoalign.com.

Contacts

EcoAlign
Jamie Wimberly, 202-483-4443

Contacts

EcoAlign
Jamie Wimberly, 202-483-4443