WASHINGTON--(BUSINESS WIRE)--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:
American consumers have positive associations with terms such as
energy conservation and clean energy, using one-word associations such
as “good, important and necessary.”
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
Some industry terms should not be used for external communications,
including demand response and peak pricing.
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.
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.”
There is a huge range in the level of consumer understanding about the
terms and concepts for alternative billing and payment options.
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.