Whirlpool Says Consumers Want Energy Efficient Appliances
Feb 24, 2009
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A recent survey by Whirlpool Corp. revealed that 84% of consumers said that energy -- not water or time -- is most important to them when it comes to home appliance efficiency. In fact, nearly three quarters (72%) of respondents actively look for the Energy Star label when making purchasing decisions.

In addition, when asked what would be a part of their dream kitchen, eco-efficient appliances beat out other items as the top choice. However, the survey revealed that while consumer demand for eco-products is high, understanding of the benefits varies among male and female, married and single. The survey revealed that married or previously married consumers appear to understand the benefits of using eco-efficient products more so than their single counterparts. In fact, 77% of married consumers said they look for the Energy Star label when purchasing appliances versus only 59% of unmarried consumers. Whirlpool says that while this indicates a real effort by some to reduce their impact on the environment, it also shows that education is still needed to communicate the benefits to other demographics.

The survey also revealed that 71% of males aged 35-44 surveyed are more attuned to high efficiency (HE) laundry products as compared to their female counterparts in the same age group (54%); 61% of married and 64% of previously married consumers said they understand what HE means in terms of laundry compared to only 51% of unmarried consumers; and 44% of consumers said they did not know if top-load washers use more energy than front-loaders while 38% believe that they do, indicating a need for clarity when it comes to communicating the benefits of HE machines to appliance shoppers.

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