Study on Energy Labeling for Consumer Products

APPLIANCE LABELING STUDY SUMMARY
AND
DRAFT QUESTIONNAIRE

Prepared By
Bureau of Consumer Protection and Bureau of Economics Staff
Federal Trade Commission
June 16, 2006

DRAFT 6-16-06
BACKGROUND
The primary objectives of this study are to determine (1) what type of information likely
appliance purchasers find most useful on FTC EnergyGuide labels; (2) if the current labels are
providing this information in an understandable manner; and (3) if alternative labels would be
more effective in providing the information consumers value. In addition, the study will seek to
understand the effect of various labeling formats on interpretations of overall product quality, the
effect of including the ENERGY STAR logo with EnergyGuide labels, the effect of collapsing
refrigerator ranges on perceptions of relative energy efficiency, and the willingness of consumers
to pay for energy efficient products.
To achieve these objectives the study will:
·

Identify likely appliance purchasers;

·

Be designed, using random assignment across label treatment conditions, to determine
if alternative label executions are more effective at communicating desired energy
information to consumers than the current label (control label);

·

Ask questions to determine what, if any, energy information they would find useful on
EnergyGuide labels. In particular, the study will examine whether consumers are more
interested in information about energy costs measured in dollars, energy use measured
in kWh, or energy efficiency;

·

Ask questions to ascertain if consumers are able to understand labeling information
regarding energy use, operating costs, and energy efficiency;

·

Ask questions to ascertain if consumers would be more or less likely to understand
product comparisons if refrigerator categories are collapsed;

·

Ask questions to ascertain if particular labeling formats have differential effects on
overall product quality perceptions;

·

Ask questions related to the ENERGY STAR logo and its placement on the label across
label treatment conditions; and

·

Ask questions about the willingness to pay for more energy efficient products.

The questionnaire below is a working draft. Modifications may be made in consultation with
the contractor to ensure that the questions are formatted properly for an Internet study. A
sequence parallel to the refrigerator sequence included below will be designed for dishwashers. In
addition, the contractor will add a sequence of proprietary questions to develop propensity
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DRAFT 6-16-06
weighting scores.1
For your information, under the Paperwork Reduction Act, as amended, an agency may not
conduct or sponsor, and a person is not required to respond to, a collection of information unless
it displays a currently valid OMB control number. For this study, that number is 3084 - ______
and expires _____________.

PART I: IDENTIFYING RECENT PURCHASE EXPERIENCES & LIKELY
APPLIANCE PURCHASERS
IDENTIFYING APPLIANCE PURCHASERS –BASIC DEMOGRAPHICS MODULE
A.D.1 Are you male or female?
1
2

Male
Female

A.D.2. In what year were you born?
________ [ENTER YEAR]
APPLIANCE BACKGROUND MODULE
A.1.

In the last two years did you purchase a new refrigerator, dishwasher, washing machine, or
clothes dryer?
1
2
98

A.2

Yes
No
(SKIP TO A.9)
Don’t Know (SKIP TO A.9)

Which product or products did you purchase, a refrigerator, dishwasher, washing machine,
or clothes dryer?
5
6
7

Refrigerator
Dishwasher
Washing Machine

1 FTC staff's burden estimate, as described in Section 12 of the Supporting Statement,
incorporates the burden associated with answering these questions.
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DRAFT 6-16-06
8
98
A.3

Who was the main person in your household who shopped for and made decisions on your
purchase [insert answer to A.2]? Was it you or someone else in your household?
1
2
3

A.4

Yes
No
(SKIP TO A.9)
Don’t Know (SKIP TO A.9 )

Do you recall seeing a label describing energy features attached to the appliance?
1
2
98

A.7

Refrigerator
Dishwasher
Washing Machine
Clothes Dryer
Don’t Know (SKIP TO A.9)

Thinking about this most recent purchase, [insert response], did you visit a retail
showroom to look at the product before your purchase?
1
2
98

A.6

I was the main person
I shared equally in the decision
Someone else —> DOES NOT QUALIFY AS PAST
PURCHASER, MAY STILL QUALIFY AS INTENDING
PURCHASER

Which product did you purchase most recently; a refrigerator, dishwasher, washing
machine or clothes dryer?
5
6
7
8
98

A.5

Clothes Dryer
Don’t Know (SKIP TO A.9)

Yes
No
(SKIP TO A.9)
Don’t Know (SKIP TO A.9)

Do you remember if the color of the energy label was blue with white letters, white with
green letters, yellow with black letters, or red with black letters?
1
2
3

White with green letters
Blue with white letters
Yellow with black letters
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(SKIP TO A.9)
(SKIP TO A.9)
(GO TO A.8)

DRAFT 6-16-06
4
98
A.8

Red with black letters
Don’t Know

(SKIP TO A.9 )
(SKIP TO A.9)

Using a 0 to 10 scale, where 0 is “not at all useful” and 10 is “extremely useful” how useful
was the energy label in your most recent appliance purchase decision?
Not At All
Useful
0

1

Extremely
Useful
DK
2

3

4

5

6

7

8

9

10

98

ASK ALL
A.9

In the next two years, are you likely to shop for a new dishwasher, refrigerator, washing
machine or dishwasher?
1
2
98

A.10

Yes
No – [Terminate and Tally]
Don’t Know – [Terminate and Tally]

In shopping for a refrigerator, dishwasher, clothes washer, or clothes dryer, who is the
main person in your household who is likely to shop for and make decisions on the
appliance? Is it you or someone else in your household?
1
2
3

I would be the main person
I would share equally in the decision
Someone else —> DOES NOT QUALIFY AS INTENDER

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DRAFT 6-16-06
A.11

Do you or does anyone in your household work in marketing research, in advertising or
public relations, or for an appliance manufacturer or appliance retailer?
If “Yes” to any of the above —> Terminate and Tally
No —> Continue

INVITATION MODULE
I.1.

We would like you to participate in a study about appliances. We think that you’ll find it
interesting, and it will take no more than 20 minutes.

PART II: MAIN APPLIANCE LABELING QUESTIONNAIRE
(Refrigerator Sequence)
Main Intro I: Imagine you are shopping for a refrigerator [rotate with dishwashers] and this
information was available. Please look at the information. You will be asked
questions about refrigerators based on this information. [Show single label for
Refrigerator “L.”]
M.1

Would any of this information be useful to you?
1
2
98

M.2

Yes
No
(SKIP TO MAIN INTRO II)
Don’t Know (SKIP TO MAIN INTRO II)

Which of this information would be most useful to you? [Open-Ended]

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DRAFT 6-16-06
M.3

How much would it cost to operate Model L for one year? [Rotate M.3, M.4, & M.5
sequence, M.5 - M.7]
________________ (enter dollar amount)
98

M.4

Don’t Know

How much electricity is required to run Model L for one year?
________________ (enter kWh amount)
98

M.5

Based on this information, can you tell how the energy efficiency of Model L compares to
the energy efficiency of all full-size refrigerator-freezers sold in the market?
1
2
98

M.6

One of the best in the market
Above average
About average
Below average
One of the worst

Based on this information, can you tell how the energy efficiency of Model L compares to
the energy efficiency of all full-size refrigerators with a side-mounted freezer, automatic
defrost, and through-the door ice?
1
2
98

M.8

Yes
(GO TO M.6)
No
(GO TO M.7)
Don’t Know (GO TO M.7)

How would you say Model L is in terms of energy efficiency, one of the best in the market,
above average, about average, below average, or one of the worst in the market?
1
2
3
4
5

M.7

Don’t Know

Yes
(GO TO M.8)
No
(GO TO MAIN INTRO II)
Don’t Know (GO TO MAIN INTRO II)

How would you say Model L is in terms of energy efficiency compared to other full-size
refrigerators with a side mounted freezer, automatic defrost, and through-the-door ice, one
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DRAFT 6-16-06
of the best in the market, above average, about average, below average, or one of the worst
in the market?
1
2
3
4
5

One of the best in the market
Above average
About average
Below average
One of the worst

Main Intro II: Here is some information about three other refrigerators. Please look at the
information provided about all four refrigerators and imagine that you are looking
at these models in a retail store. [Make labels for all 4 refrigerators.]
OPERATING COSTS MODULE: [Rotate Order with Energy Use and Energy Efficiency
Modules.]
Cost Intro: Now we would like to ask you some questions about the yearly operating costs.
C.1

Based on the information available, is it possible to rank these refrigerators according to
their yearly operating costs, starting with the most expensive to operate and ending with
the least expensive to operate?
1
2
98

C.2

Yes
(GO TO C.2)
No
(GO TO NEXT MODULE)
Don’t Know (GO TO NEXT MODULE)

Please rank these refrigerators according to their yearly operating costs, starting with the
most expensive to operate, and then moving to the second most expensive to operate, and
then the third most expensive to operate. (Note: least expensive is captured automatically)
K
L
M
J

Most expensive





2nd Most expensive





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3rd Most expensive





DRAFT 6-16-06
C.3

On a scale of 0 to 10, with 0 being “not at all important” and 10 being “extremely
important,” how important to you is the difference in operating costs between Model J and
Model L?
Not At All
Important
0

C.4

1

2

3

4

5

6

7

8

9

Extremely
Important

DK

10

98

What is the difference in operating costs, measured in dollars, between Model J and Model
L?
______________ (enter dollar amount)
98

Don’t Know

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DRAFT 6-16-06
ENERGY EFFICIENCY MODULE:
Efficiency Intro: Now we would like to ask you some questions about energy efficiency.
F.1

Based on the information available, is it possible to rank these refrigerators according to
their energy efficiency, starting with the most energy efficient and ending with the least
energy efficient?
1
2
98

F.2

How would you rank these refrigerators according to their energy efficiency, starting
with the most energy efficient, and moving to the second most energy efficient, the
third most energy efficient, and the least energy efficient? (Note: least efficient is captured
automatically)
Most efficient





K
L
M
J

F.3

Yes
(GO TO F.2)
No
(GO TO NEXT MODULE)
Don’t Know (GO TO NEXT MODULE)

2nd Most efficient





3rd Most efficient





On a scale of 0 to 10, with 0 being “not at all important” and 10 being “extremely
important” how important to you is the difference in energy efficiency between Model J
and Model L?
Not At All
Important
0

1

2

3

4

5

6

(GO TO NEXT MODULE)

−10−

7

8

9

Extremely
Important

DK

10

98

DRAFT 6-16-06
ENERGY USE MODULE:
Energy Use Intro: Now we would like to ask you some questions about energy use.
U.1

Based on the information available, is it possible to rank these refrigerators according to
their energy use, starting with the model that uses the least energy and ending with the
model that uses the most energy?
1
2
98

U.2

Yes
(GO TO U.2)
No
(GO TO U.4)
Don’t Know (GO TO U.4)

How would you rank these refrigerators according to the amount of energy they use,
starting with the model that uses the least energy, and then moving to the model with the
second lowest energy use, the model with the third lowest energy use, and the model that
uses the most energy? (Note: least efficient is captured automatically)
Least Energy
K

L



J

2nd Lowest Energy





3rd Lowest Energy






U.3
On a scale of 0 to 10, with 0 being “not at all important” and 10 being “extremely
important” how important to you is the difference in energy use between Model J and Model L?
Not At All
Important
0

U.4

1

2

3

4

5

6

7

8

9

Extremely
Important

DK

10

98

What is the difference in electricity use, measured in kilowatt hours (kWh), between
Model J and Model L?
______________ (enter kWh amount)
98

Don’t Know

(GO TO NEXT MODULE)
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DRAFT 6-16-06
OVERALL QUALITY MODULE:
Quality Intro: Now we would like to ask you some questions about the overall quality of the
refrigerators. By “overall quality” we mean to include factors such as performance, durability,
capacity, and workmanship.
Q.1

Can you tell, from the information provided, if one refrigerator has a higher overall quality
than the other refrigerators?
1
2
98

Q.2

Yes
No
(SKIP TO ENERGY STAR MODULE)
Don’t Know (SKIP TO ENERGY STAR MODULE)

Which refrigerator has the highest overall quality?
8
5
6
7

Refrigerator M
Refrigerator J
Refrigerator K
Refrigerator L

(GO TO ENERGY STAR MODULE)

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DRAFT 6-16-06
ENERGY STAR MODULE:
ENERGY STAR Intro: Now we would like to ask you some questions about the federal
government’s ENERGY STAR program.
S.1

Based on this information, can you tell if any of the refrigerators qualify for the federal
government’s ENERGY STAR program?
1
2
98

S.2

Which of these refrigerators qualifies for the federal government’s ENERGY STAR
program?
7
8
5
6

S.3

Yes
No (SKIP TO WILLINGNESS TO PAY MODULE)
Don’t Know (SKIP TO WILLINGNESS TO PAY MODULE)

Refrigerator L
Refrigerator M
Refrigerator J
Refrigerator K

Please point on the screen to the information that tells you that Refrigerator [insert
response] qualifies for the federal government’s ENERGY STAR program.
(GO TO WILLINGNESS TO PAY MODULE)

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DRAFT 6-16-06
WILLINGNESS TO PAY MODULE:
Willingness Intro: Now we would like to ask you some questions about how you would value the
refrigerators. Refrigerators K and M have the same performance, durability, capacity and
workmanship, are made by the same manufacturer, and sold in the same store.
W.1

Would you be willing to pay more for Refrigerator M than Refrigerator K?
1
2
98

W.2

Yes
No
Don’t know

(GO TO W.3)
(GO TO W.3)

How much more would you be willing to pay for Refrigerator M than for Refrigerator J?
$ _______________ (Enter Dollar Amount)
98

W.3

Don’t Know

Why do you say that? [Open-Ended]

[GO TO DISHWASHER SEQUENCE, OR IF BOTH DISHWASHER AND
REFRIGERATOR SEQUENCES ARE FINISHED, GO TO INFORMATION METRIC
MODULE]

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DRAFT 6-16-06
INFORMATION METRIC MODULE
X.1

There are different ways to tell you about the energy characteristics of an appliance. You
can get information on how much electricity an appliances uses measured in kilowatt hours,
you can get information on the cost of operating an appliance for a year measured in dollars,
or you can get energy efficiency ratings based on a five-star rating system. On a 0 to 10
scale, with 0 being “not at all useful” and 10 being “extremely useful,” please rate the
usefulness of each type of information.
X.1.a Electricity Use in Kilowatt Hours:
Not At All
Useful
0

1

Extremely
Useful
DK
2

3

4

5

6

7

8

9

10

98

X.1.b Operating Costs Measured in Dollars:

Not At All
Useful
0

1

Extremely
Useful
DK
2

3

4

5

6

7

8

9

10

98

X.1.c Energy Efficiency based a Five-Star Scale:
Not At All
Useful
0

1

Extremely
Useful
DK
2

3

4

5

6

7

8

9

(GO TO PROPENSITY WEIGHTING QUESTION MODULE)

PROPENSITY WEIGHTING QUESTION MODULE
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10

98

DRAFT 6-16-06
[INSERT CONTRACTOR’S PROPRIETARY PROPENSITY WEIGHTING
QUESTIONS]
(GO TO DEMOGRAPHICS MODULE)
DEMOGRAPHICS MODULE
D.1

What is the last grade of school you completed?
(DO NOT SHOW LIST)
1
2
3
4
5
6
98

D.2

A.
B.
C.
D.
E.
F.
G.

Less than high school graduate
High school graduate
Some college
Graduated college
Graduate school or more
Technical/trade school
Don’t know

Are you of Hispanic or Latino origin?
1 Yes
2 No
98 Don’t know

D.3.

(Show race category screen to respondent.) Please look at this screen and tell me which
of the categories “H” through “L” best describes your race. You may select more than one
category if more than one describes your race.
1
2
3
4
5
98

H. White
I. Black or African American
J. American Indian or Alaska Native
K. Asian
L. Native Hawaiian or Other Pacific Islander
Don't know

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DRAFT 6-16-06
D.4.

(Show income category screen to respondent.) Please look at this screen and tell me which
of the categories, “H” through “N”, best describes your total annual household income.
1
2
3
4
5
6
7
98

D.5

Do you usually wear eyeglasses or contact lenses when you use your computer?
1
2

D.6

H. Less than $15,000
I. $15,000 to $24,999
J. $25,000 to $39,999
K. $40,000 to $49,999
L. $50,000 to $74,999
M. $75,000 to $99,999
N. $100,000 or more
Don't know

Yes —> Continue
No —> Continue

Do you have your eyeglasses or contact lenses with you now?
1
2

Yes —> Continue
No —> Terminate and Tally

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