Efficient Home Appliances

Since major home appliances account for about a third of residential electricity consumption and are a principal way individuals can affect greenhouse gas emissions, it’s important to know how to influence people to buy energy efficient appliances. The Pew Center on Global Climate Change commissioned a study that concludes, “Although upgrading major appliances to more energy efficient models makes both economic and environmental sense to consumers, public policies have yet to get this message across in a way that makes a difference.”

The authors contend that the approach should depend on where the individual is in the purchasing process. They divide people into three groups: “Buyers” are ready to purchase and are actively researching appliances; “Considerers” are researching appliances but haven’t decided when to purchase; “Satisfieds” are not thinking about buying a new appliance and therefore are not receptive to information about them.
Since people are most influenced when they are receptive, energy efficiency, cost savings and environmental benefit facts should be presented at the point of sale. Retail salespeople have a significant impact on product selection at that point. Therefore, incentives and training should be used to motivate salespeople to sell energy efficient appliances. Point-of-sale information such as Energy Star Energy labels on appliances are most effective at this point. Direct financial incentives for customers may not be necessary at all since they are already planning to buy an appliance.

On the other hand, mass communications such as bill stuffers and Consumer Reports, rebates, and assistance in disposing of old appliances are effective in motivating “Considerers” and “Satisfieds” to replace their old appliances early.

Global Warming and Appliances: Increasing Consumer Participation in Reducing Greenhouse Gases: [sorry this link is no longer available]