According to “Energy Pulse 2008,” an energy-use survey conducted by advertising agency the Shelton Group, Americans say that saving money is their primary reason for saving energy. Protecting the environment and saving natural resources ranked second, followed by preserving quality of life. In 2005, preserving quality of life ranked first, while saving money ranked third, indicating that the troubled economy is directly influencing consumers’ interest in energy conservation.
Sixty-two percent of those surveyed reported a 10 percent to 30 percent increase in home utility costs. However, they also said they have not increased their energy use, despite government figures that show consumers use more electricity than five years ago. They also do not connect consumer energy demand with rising energy costs. “Most Americans don’t view their own consumption behaviors or energy-use demand as having much to do with energy costs,” says Suzanne Shelton, CEO of Shelton Group.
The survey reports many conflicting findings, reflecting Americans’ conflicting beliefs and actions regarding energy conservation and usage. Interestingly, although consumers acknowledge that conserving energy saves money, their concerns aren’t translating into action. According to Shelton, most consumers are less willing than ever to make a large, upfront investment in green or energy-efficient features and products. “Energy Pulse 2008” also found that one-third of consumers believe vehicles are the primary cause of global warming; only 4 percent could identify the real culprit: coal-fired electric plants.
Some additional findings:
Energy-efficient home improvements now take priority over aesthetic improvements.
Eighty-one percent of those surveyed said they would choose one home over another based on energy efficiency, up from 69 percent in 2007.
Most respondents said that utility bills would have to increase between 62 percent and 78 percent before they would renovate for energy efficiency.
Sixty-one percent of survey respondents reported curtailed spending due to the current economy as their top reason for not doing more to conserve energy.
Fifty-seven percent said they don’t do more to conserve energy because energy-efficient products cost more.
Fifty-nine percent of respondents were able to name one source of renewable energy un-aided, up from 48 percent in 2007 and only 20 percent in 2005.
When asked which activities or purchases would give the greatest reduction of their energy bill, the top three answers were: install energy-efficient windows (15.5 percent), install a higher-efficiency HVAC system (14 percent), and change home energy-use habits (14 percent).
Related articles: Consumers Begin to Buy Sustainability Argument.
