Report on Findings Energy Efficiency Education Campaign: Baseline Survey Research To Obtain Public Input
Sponsored by:
Conducted by: Dean Schieve, PhD DMD Consulting May 10, 2010
Energy Efficiency Education Campaign: Baseline Survey Research To Obtain Public Input Introduction In April 2010 a telephone survey was conducted to collect baseline data for the North Dakota Department of Commerce-sponsored Energy Efficiency Education Campaign. The research was focused on the citizens of North Dakota, with all areas of the state included in the sample pool. Data gathered during the study included self-reported behavior related to energy conservation practices, attitudes toward energy conservation activities, knowledge about energy conversation and demographics. The study involved a stratified random sample including 800 adult North Dakotans stratified into four equally distributed age groups: “18-28,” “29-40,” “41-55” and “56 and older.” Appendix A presents tabulated survey results in Tables 1-46. Overall Findings The demographics in Tables 1-6 show good distribution among respondents based on gender, residence, home ownership, income and education. The data indicate that fewer than half of the respondents reported that they were well informed about ways to save energy and dollars on energy (Table 7). Although 83 percent of the respondents said they usually turn off lights when not in use, fewer than half of them use compact fluorescent lights, seek out Energy Star appliances, lower the thermostat in the winter or raise the thermostat in the summer (Tables 8-12). Over half of the respondents did not know that fluorescent lighting is the most energy efficient lighting (Table 13). More than eight out of ten respondents said they would pay more for energy efficient products if it saved energy and lasted longer (Table 14); yet fewer than a fourth of the respondents had bought an appliance based on energy ratings in the past six months; about a third had insulated windows, and 58 percent of the respondents had purchased an energy-efficient bulb in the past six months (Tables 15-17). While 70 percent of the respondents indicated saving energy at home is very important, only 39 percent said saving energy at work is very important (Tables 18-19). Nearly half of the respondents said saving money and saving environmental resources are strong motivators for conserving energy, and 41 percent said saving money was a strong motivator (Table 20). Awareness of the energy-saving benefits of nine energy conservation items varied from nearly two-thirds stating they were well informed about the benefit of weather stripping doors to only 18 percent stating they were well informed about passive solar building design (Tables 21-29). When asked if during the past six months they had seen or heard any communications regarding energy conservation in various media, responses ranged from 71 percent having seen a related television communications to only 19 percent have seen internet 1
or email communications (Tables 30-34). Only seven percent of the respondents indicated that they had taken an energy conservation class, seminar or workshop (Table 35). Even though nearly three-fourths of the respondents said they would like to learn more about ways to make homes and business more energy efficient, only small percentages indicated a willingness to learn through various means such as workshops, courses, and web site information; although 16 percent did said they would use a printed brochure to learn about energy efficiency (Tables 37-46). Additional Findings Based on Responses Sorted by Demographic Variables When survey responses were sorted by the various demographic variables, a number of interesting observations were found. This analysis and distilling of the data will be insightful and helpful in helping to guide education and marketing efforts. For example, Table A illustrates that, overall, 45 percent of the respondents said they were well informed about ways to save energy and dollars on energy; however, when sorted by income level the responses varied considerably, i.e., 57 percent of those earning at least $90,000 said they were well informed compared to only 37 percent of those earning less than $15,000. When a chi-square analysis was conducted the differences among the respondents groups were statistically significant. (See Chart 1A in Appendix B.) Table B provides another example of response differences based on income level. While nearly three-fourths of respondents who earn at least $90,000 “usually” seek out Energy Star appliances when shopping for appliances, only slightly more than a fourth of the respondents who earn less than $15,000 “usually” seek out Energy Star appliances (a third of the respondents earning $15,000-$50,000 and half of those earning $50,000-$90,000 “usually” seek out Energy Star appliances.) Again, these findings are statistically significant. (See Chart 1B in Appendix B.) Table A. Informed on saving energy & dollars Income Under $15,000 $15,000 - under $50,000 $50,000 - under $90,000 $90,000 or more Total
Well informed
Somewhat informed
Not at all informed
Total
65
66
43
174
37.4%
37.9%
24.7%
100.0%
169
205
16
390
43.3%
52.6%
4.1%
100.0%
99
79
5
183
54.1%
43.2%
2.7%
100.0%
30
23
0
53
56.6%
43.4%
.0%
100.0%
363
373
64
800
45.4%
46.6%
8.0%
100.0% 2
Table B. Seek out Energy Star appliances Income Under $15,000 $15,000 - under $50,000 $50,000 - under $90,000 $90,000 or more Total
Seldom or never
Sometimes
Usually
Total
78
47
49
174
44.8%
27.0%
28.2%
100.0%
117
139
134
390
30.0%
35.6%
34.4%
100.0%
43
49
91
183
23.5%
26.8%
49.7%
100.0%
4
10
39
53
7.5%
18.9%
73.6%
100.0%
242
245
313
800
30.2%
30.6%
39.1%
100.0%
With the exception of a few response items, the data indicate that respondents with higher incomes were more informed about energy issues, more likely to follow efficiency procedures, and were more likely to place a higher degree of importance on efficiency issues. In most of these cases, it was a perfect order, moving down from the highest to the lowest income categories. The 26 charts illustrating the data can be found in Appendix C, Charts 1A – 1Z. Survey responses sorted by age were similar to those regarding income, only with older respondents were more informed than younger respondents. For example, 48 percent of respondents age 56 and older considered themselves well-informed on saving energy and dollars, compared to 41.5 per cent of those age 18-28. Older respondents were also more likely to pursue efficiency practices and more likely to place a higher degree of importance on energy conservation than younger respondents (see Appendix D, Charts 2A, 2K and 2L). Regarding education level, those with more education were more well-informed, more likely to seek out Energy Star appliances and buy energy efficient light bulbs, and more likely to place a greater degree of importance on saving energy at work compared to those with less education (see Appendix E, Charts 3A, 3B, 3H, 3L and 3Z). For example, while more than half of the respondents with at least a four-year college degree said they “usually” seek out Energy Star appliances, fewer than 30 percent of those with a high school diploma (or less) did so. Gender differences also exist among the respondents; for example, while more than 51 percent of the males say they “usually” raise the thermostat in the summer, fewer than 40 percent of the females responded so (Appendix F, Chart 4F). Females indicated being significantly less informed, in general, about ways to save energy and specifically regarding the benefits of nine energy-saving items (see Appendix F, Charts 4A, 4F, 4M, 4N, 4O, 4P, 4Q, 4R, 4S, 4T AND 4U). One example is the energy-efficient furnace – 53 3
percent of the males said they were well-informed about energy-saving benefits of the furnaces compared to only 36 percent of the females. While more than half of the home owners surveyed said they are well-informed about ways to save energy and dollars on energy, only slightly more than a third of the respondents who rent said they are well-informed (Appendix G, Chart 5A). Overall, home owners were more likely than renters to report energy-saving behavior, place a greater degree of importance on saving energy at home and be better informed on energy saving techniques such as changing furnace filters regularly – 68 percent of owners well-informed vs. 47 percent of renters (Appendix G, Charts 5A – 5F, 5K, 5M – 5U). Home owners were significantly more likely to report seeing or hearing communications regarding energy conservation on radio, on television, in newspapers and in brochures (Appendix G, Charts 5V – 5Y). Response differences attributed to respondents’ place of residence were often significant. For example, while 57 percent of respondents who live in the country say they seek out Energy Star appliances, 40 percent of those living in towns under 10,000 people seek out these appliances, and only 35 percent of those living in cities of more than 10,000 seek out the appliances (Appendix H, Chart 6B). Residences living in the country were significantly less likely than those living in larger communities to report having insulated their attic, basement or windows in the last six months (Appendix H, Chart 6J). They were also more likely to place more importance on saving energy at work (Appendix H, Chart 6L). Respondents living in the country or towns smaller than 1,000 were significantly more well-informed than those living in larger towns and cities regarding energy-efficient furnaces and windows (Appendix H, Charts 6T and 6U). When asked if during the past six months they had seen or heard any communications regarding energy conservation, respondents living in the country were much more likely to have seen or heard such communications on radio, in newspapers and in brochures, compared to respondents living in the city (Appendix H, Charts 6V, 6X and 6Y). Summary The overall findings suggest the need for informing and educating North Dakota residents about energy conservation. However, behaviors and attitudes do vary considerably, depending on the energy conservation component being addressed. How best to change behaviors and attitudes depends on how the various components of energy conservation are prioritized. As focused strategies are considered during the next stage of the project, it will be important to be cognizant of how the various groups of respondents differ depending on a variety of characteristics, i.e., age, income, education, gender, etc. For example, the data show a big difference in how people view saving energy at home vs. at work, with people seeing their home energy conservation as significantly more important they at work. Further analysis shows that groups differ demographically in the extent to which they view saving energy at home or at work as important. Now that we know where some of these differences are, a strategy for education and media needs to be developed, targeting various groups with tools appropriate for particular groups. 4
Appendix A. Energy Conservation Survey Results Table 1. Age Group N
%
18-28
200
25.0
29-40
200
25.0
41-55
200
25.0
56 and older
200
25.0
Total
800
100.0
Table 2. Gender N
%
Male
380
47.5
Female
420
52.5
Total
800
100.0
Table 3. Residence N In the country
% 88
11.0
Town smaller than 1,000
108
13.5
Town of 1,000 - 10,000
163
20.4
City of more than 10,000
441
55.1
Total
800
100.0
Table 4. Own or rent N
%
Own
524
65.5
Rent
276
34.5
Total
800
100.0
Table 5. Income N
%
Under $15,000
174
21.8
$15,000 - under $50,000
390
48.8
$50,000 - under $90,000
183
22.9
53
6.6
800
100.0
$90,000 or more Total
5
Table 6. Education N
%
High school diploma or less
351
43.9
Two-year degree
124
15.5
Some college, no degree
150
18.8
Four-year college degree or more
175
21.9
Total
800
100.0
Table 7. Informed on saving energy & dollars N % Well informed
363
45.4
Somewhat informed
373
46.6
64
8.0
800
100.0
Not at all informed Total
Table 8. Turn off lights when not in use N % Seldom or never
30
3.8
Sometimes
106
13.2
Usually
664
83.0
Total
800
100.0
Table 9. Use compact fluorescent lights N % Seldom or never
204
25.5
Sometimes
273
34.1
Usually
323
40.4
Total
800
100.0
Table 10. Seek out Energy Star appliances N % Seldom or never
242
30.2
Sometimes
245
30.6
Usually
313
39.1
Total
800
100.0
6
Table 11. Lower thermostat in winter N % Seldom or never
166
20.8
Sometimes
243
30.4
Usually
391
48.9
Total
800
100.0
Table 12. Raise thermostat in summer N
%
Seldom or never
168
21.0
Sometimes
272
34.0
Usually
360
45.0
Total
800
100.0
Table 13. Lighting most energy efficient N Halogen
%
151
18.9
81
10.1
385
48.1
42
5.2
Don't know
141
17.6
Total
800
100.0
Incandescent Fluorescent Other
Table 14. Would pay more for energy-efficient product if energy saved/lasted longer N % Yes
657
82.1
No
51
6.4
Not sure
92
11.5
800
100.0
Total
Table 15. Bought energy-efficient bulb in past 6 months N
%
Yes
467
58.4
No
294
36.8
39
4.9
800
100.0
Don't know or can't remember Total
7
Table 16. Bought appliances based on energy rating in past 6 months N % Yes
183
22.9
No
580
72.6
36
4.5
799
100.0
Don't know or can't remember Total
Table 17. Insulated attic, basement or windows in past 6 months N % Yes
293
36.7
No
490
61.3
16
2.0
799
100.0
Don't know or can't remember Total System
1
Table 18. Importance of saving energy at home N % Very important
564
70.5
Somewhat important
213
26.6
23
2.9
800
100.0
Not important Total
Table 19. Importance of saving energy at work N % Very important
309
38.6
Somewhat important
218
27.3
Not important
273
34.1
Total
800
100.0
Table 20. Stronger motivator for conserving energy N % Saving money Saving environmental resources Both are strong motivators Neither are strong motivators Total
330
41.2
75
9.4
384
48.0
11
1.4
800
100.0 8
How well informed on energy-saving benefits of the following (Tables 21-29) Table 21. Attic insulation N
%
Well informed
445
55.6
Somewhat informed
250
31.2
Not at all informed
105
13.1
Total
800
100.0
Table 22. Changing furnace filters regularly N % Well informed
484
60.5
Somewhat informed
213
26.6
Not at all informed
103
12.9
Total
800
100.0
Table 23. Weather stripping doors N
%
Well informed
492
61.5
Somewhat informed
219
27.4
89
11.1
800
100.0
Not at all informed Total
Table 24. Compact fluorescent bulbs N
%
Well informed
430
53.8
Somewhat informed
272
34.0
98
12.2
800
100.0
Not at all informed Total
Table 25. Energy Star appliances N
%
Well informed
350
43.8
Somewhat informed
323
40.4
Not at all informed
127
15.9
Total
800
100.0
9
Table 26. Geothermal heating/colling N
%
Well informed
185
23.1
Somewhat informed
313
39.1
Not at all informed
302
37.8
Total
800
100.0
Table 27. Passive solar building design N % Well informed
147
18.4
Somewhat informed
289
36.1
Not at all informed
364
45.5
Total
800
100.0
Table 28. Energy-efficient furnace N
%
Well informed
351
43.9
Somewhat informed
291
36.4
Not at all informed
158
19.8
Total
800
100.0
Table 29. Energy-efficient windows N
%
Well informed
423
52.9
Somewhat informed
275
34.4
Not at all informed
102
12.8
Total
800
100.0
Recall seeing/hearing communications on energy conservation (Tables 3034) Table 30. Radio N
%
Yes
393
49.1
No
337
42.1
70
8.8
800
100.0
Not sure Total
10
Table 31. Television N
%
Yes
565
70.6
No
180
22.5
55
6.9
800
100.0
Not sure Total
Table 32. Newspapers N
%
Yes
402
50.2
No
311
38.9
87
10.9
800
100.0
Not sure Total
Table 33. Brochures N
%
Yes
235
29.4
No
489
61.1
76
9.5
800
100.0
Not sure Total
Table 34. Internet/email N
%
Yes
154
19.3
No
570
71.3
75
9.4
799
100.0
Not sure Total
Table 35. Taken energy conservation classes/seminars/workshops N % Yes
55
6.9
No
745
93.1
Total
800
100.0
11
Table 36. Like to learn more about making homes/businesses more energy efficient N
%
Yes
578
72.2
No
53
6.6
Not sure
169
21.1
Total
800
100.0
Willingness to learn about energy efficiency via varied methods (Tables 3746) Table 37. Workshops or seminars N
%
Yes
46
8.0
No
500
86.5
32
5.5
578
100.0
Not sure Total
Table 38. Online course N % Yes
60
10.4
No
487
84.3
31
5.4
578
100.0
Not sure Total
Table 39. Email N
%
Yes
58
10.0
No
495
85.6
25
4.3
578
100.0
Not sure Total
Table 40. Information from building trade organizations N % Yes
58
10.0
No
493
85.3
27
4.7
578
100.0
Not sure Total
12
Table 41. Classroom course N
%
Yes
33
5.7
No
516
89.3
29
5.0
578
100.0
Not sure Total
Table 42. Printed brochure N % Yes
94
16.3
No
460
79.6
24
4.2
578
100.0
Not sure Total
Table 43. Trade shows/community events N % Yes
68
11.8
No
484
83.7
26
4.5
578
100.0
Not sure Total
Table 44. Telephone support line N % Yes
43
7.4
No
510
88.2
25
4.3
578
100.0
Not sure Total
Table 45. Mail N
%
Yes
80
13.8
No
475
82.2
23
4.0
578
100.0
Not sure Total
13
Table 46. Web site information N
%
Yes
64
11.1
No
484
83.7
30
5.2
578
100.0
Not sure Total
14
Appendix B. Energy Conservation Survey 1. What is your age? _____ 2. What county do you live in? ___________________________ 3. Where do you live? 1. In the country 2. Town smaller than 1,000 residents 3. Town of 1,000 to 10,000 residents 4. City of more than 10,000 4. Do you own your home or rent? 1. Own 2. Rent 5. Which income category are you in? (HOUSEHOLD INCOME) 1. Under $15,000 2. $15,000 to under $50,000 3. $50,000 to under $90,000 4. $90,000 or more 6. What is your highest level of education? (DO NOT GIVE CHOICES UNLESS NEEDED) 1. High school diploma or less 2. Two-year degree 3. Some college, no degree 4. Four-year college degree or more 7. How informed are you about ways to save energy and dollars on energy? a. Well informed b. Somewhat informed c. Not at all informed 8. Tell me how often you do the following in your home (answer “seldom or never,” “sometimes” or “usually”): (1) (2) (3) ( RANDOMIZE THE ORDER: )
Seldom or never
Sometimes
Usually
a. Turn lights off when not in use b. Use compact fluorescent lights c. When shopping for appliances, seek out Energy Star appliances d. Lower the thermostat to 68 degrees or lower in the winter e. Raise the thermostat to 72 degrees or higher, or using less air conditioning in summer.
15
9. Which type of lighting is the most energy efficient? 1. Halogen 2. Incandescent 3. Fluorescent 4. Other 5. Don’t know 10. Would you pay more for an energy-efficient product if you knew it would save energy and last longer? 1. Yes 2. No 3. Not sure 11. In the past six months have you done any of the following at home: a. Bought an energy-efficient light bulb 1. Yes 2. No 3. Don’t know or can’t remember b. Bought a household appliance or electronics, such as a TV or stereo, based on its energy rating 1. Yes 2. No 3. Don’t know or can’t remember c. Insulated your attic, basement or windows in your home in order to use less energy 1. Yes 2. No 3. Don’t know or can’t remember 12. How important is saving energy at home to you? 1. Very important 2. Somewhat important 3. Not important 13. How important is saving energy at work to you? 1. Very important 2. Somewhat important 3. Not important 14. In your opinion, which is a stronger motivator for conserving energy--saving money or saving environmental resources? (DO NOT READ RESPONSE OPTIONS) 1. Saving money 2. Saving environmental resources 3. Both are strong motivators 4. Neither are strong motivators
16
15. Responding with “well-informed” (1), “somewhat informed” (2) or “not at all informed” (3), how well informed are you regarding the energy-saving benefits of the following: (RANDOMIZE) a. Attic insulation b. Changing furnace filters regularly c. Weather stripping for doors d. Compact fluorescent light bulbs e. Energy Star appliances f. Geothermal heating and cooling systems g. Passive solar building design h. Energy-efficient furnace i. Energy-efficient windows 16. During the past six months do you recall seeing or hearing any communications regarding energy conservation in any of the following media? (RANDOMIZE) --yes (1), no (2) or not sure (3): a. Radio b. Television c. Newspapers d. Brochures e. Internet and email 17. Have you taken any classes, seminars or workshops on energy conservation? 1. Yes 2. No 18. Would you like to learn more about ways to make homes and businesses more energy efficient? 1. Yes. If yes, would you use any of the following to learn more about energy efficiency? --yes (1), no (2) or not sure (3): (RANDOMIZE) a. Classroom course b. Workshops or seminars c. Online course d. Email e. Information from building trade organizations f. Printed brochure g. Trade shows or community events h. Telephone support line i. Mail j. Web site information 2. No 3. Not sure 19. Gender (DO NOT ASK) 1. Male 2. Female
17
Appendix C. Survey Responses Sorted by Income Level Chart 1A. Informed on saving energy & dollars
Chart 1B. Seek out Energy Star appliances
Chart 1C. Frequency: Turn off the lights when not in use
18
Chart 1D. Frequency: Use compact fluorescent lights
Chart 1E. Frequency: Lower thermostat to 68 or lower in winter
Chart 1F. Frequency: Raise thermostat to 72 or higher/use less air conditioning in summer
19
Chart 1G. Would pay more for energy-efficient product if energy saved/lasted longer
Chart 1H. Bought energy-efficient light bulb in past six months
Chart 1I. Bought household appliance/electronics based on energy rating
20
Chart 1J. Insulated attic, basement or windows in home to use less energy
Chart 1K. Importance of saving energy at home
Chart 1L. Importance of saving energy at work
21
Chart 1M. Level of informed on attic insulation
Chart 1N. Level of informed on changing furnace filters regularly
Chart 1O. Level of informed on weather stripping for doors
22
Chart 1P. Level of informed on compact fluorescent light bulbs
Chart 1Q. Level of informed on Energy Star appliances
Chart 1R. Level of informed on geothermal heating and cooling systems
23
Chart 1S. Level of informed on passive solar building design
Chart 1T. Level of informed on energy-efficient furnace
Chart 1U. Level of informed on energy-efficient windows
24
Chart 1V. Radio communications in past six months regarding energy conservation
Chart 1W. Television communications in past six months regarding energy conservation
Chart 1X. Newspaper communications in past six months regarding energy conservation
25
Chart 1Y. Brochures in past six months regarding energy conservation
Chart 1Z. Internet/email communications in past six months regarding energy conservation
26
Appendix D. Survey Responses Sorted by Age Chart 2A. Informed on saving energy & dollars
Chart 2K. Importance of saving energy at home
Chart 2L. Importance of saving energy at work
27
Appendix E. Survey Responses Sorted by Education Chart 3A. Informed on saving energy & dollars
Chart 3B. Seek out Energy Star appliances
Chart 3H. Bought energy-efficient light bulb in past six months
28
Chart 3L. Importance of saving energy at work
Chart 3Z. Taken energy conservation class
29
Appendix F. Survey Responses Sorted by Gender Chart 4A. Informed on saving energy & dollars
Chart 4F. Frequency: Raise thermostat to 72 or higher/use less summer air conditioning
Chart 4M. Level of informed on attic insulation
30
Chart 4N. Level of informed on changing furnace filters regularly
Chart 4O. Level of informed on weather stripping for doors
Chart 4P. Level of informed on compact fluorescent light bulbs
31
Chart 4Q. Level of informed on Energy Star appliances
Chart 4R. Level of informed on geothermal heating and cooling systems
Chart 4S. Level of informed on passive solar building design
32
Chart 4T. Level of informed on energy-efficient furnace
Chart 4U. Level of informed on energy-efficient windows
33
Appendix G. Survey Responses Sorted by “Own or Rent� Chart 5A. Informed on saving energy & dollars
Chart 5B. Seek out Energy Star appliances
Chart 5C. Frequency: Turn off the lights when not in use
34
Chart 5D. Frequency: Use compact fluorescent lights
Chart 5E. Frequency: Lower thermostat to 68 or lower in winter
Chart 5F. Frequency: Raise thermostat to 72 or higher/use less summer air conditioning
35
Chart 5K. Importance of saving energy at home
Chart 5M. Level of informed on attic insulation
Chart 5N. Level of informed on changing furnace filters regularly
36
Chart 5O. Level of informed on weather stripping for doors
Chart 5P. Level of informed on compact fluorescent light bulbs
Chart 5Q. Level of informed on Energy Star appliances
37
Chart 5R. Level of informed on geothermal heating and cooling systems
Chart 5S. Level of informed on passive solar building design
Chart 5T. Level of informed on energy-efficient furnace
38
Chart 5U. Level of informed on energy-efficient windows
Chart 5V. Radio communications in past six months regarding energy conservation
Chart 5W. Television communications in past six months regarding energy conservation
39
Chart 5X. Newspaper communications in past six months regarding energy conservation
Chart 5Y. Brochures in past six months regarding energy conservation
40
Appendix H. Survey Responses Sorted by Place of Residence Chart 6B. Seek out Energy Star appliances
Chart 6E. Frequency: Lower thermostat to 68 or lower in winter
Chart 6J. Insulated attic, basement or windows in home to use less energy
41
Chart 6L. Importance of saving energy at work
Chart 6R. Level of informed on geothermal heating and cooling systems
Chart 6S. Level of informed on passive solar building design
42
Chart 6T. Level of informed on energy-efficient furnace
Chart 6U. Level of informed on energy-efficient windows
Chart 6V. Radio communications in past six months regarding energy conservation
43
Chart 6X. Newspaper communications in past six months regarding energy conservation
Chart 6Y. Brochures in past six months regarding energy conservation
44