Environment

Consumers Seek Energy Efficient Appliances

A recent survey by energy market intelligence company Primen concluded that energy efficiency replaced cost as the consumer's primary concern when purchasing appliances for the home. According to Primen's press release, the survey results represented a "seismic shift in consumer thinking." In previous studies, energy efficiency was ranked as only a moderate concern among consumers.

"The technological advances achieved through the copper motor rotor project could easily be transferred to smaller applications that would appeal to energy-conscious consumers," According to Dr. John Cowie, vice president of strip, sheet and plate products for the Copper Development Association and project manager of the Copper Motor Rotor Program. "When the new, copper motor rotors become available, appliance manufacturers will be enabled to achieve much greater levels of electrical energy efficiency much more easily," Dr. Cowie explained.

The study conducted by Primen, "Attitudes and Behaviors of Residential Customers About Energy Efficiency," surveyed 500 households in four U.S. geographic regions. Participants were asked about their knowledge of energy issues and what determined their choices of home appliances. They ranked six factors that impacted their purchasing decisions: fuel choice (natural gas/electricity), price, energy efficiency, brand name, product features, availability and appearance.

In all regions, energy efficiency replaced price as the key determinant in making an appliance purchase. According to the study, a majority of U.S. households now assert that they will make an extra effort to buy energy-efficient appliances in the future. Three-fourths of consumers said energy efficiency was a very important factor in their purchase of appliances during the past year. An impressive 84 percent of participants said they expect energy efficiency to be a "very important consideration" in making future purchasing decisions. The survey also finds that one-quarter of the respondents said they would be willing to pay 15-25 percent more for higher-efficiency appliances.

The study also finds that participants were influenced by campaigns targeting consumer awareness of energy efficiency, such as the EPA's Energy Star labeling program. Nearly 56 percent of consumers reported they had seen efficiency-related advertising.

The reasons for this heightened awareness of energy efficiency could certainly be credited to current factors, including unstable energy prices and a struggling U.S. economy. Therefore, it remains to be seen if energy efficiency will continue to play this larger role in consumer's purchasing decisions. David Lineweber, Primen's senior vice president, noted, "It will be increasingly important for companies involved in marketing energy-efficiency products and services to closely monitor these trends in the months to come."

While promotion of the copper motor rotor presently targets manufacturers of large, industrial machinery, Dr. Cowie believes a consumer market may be on the horizon. "Our tests show that replacing aluminum rotors with copper greatly increases the energy efficiency of the motor. To use more efficient copper rotors in the smaller appliance motors is a natural progression." A top candidate would appear to be refrigerators which have a high duty cycle. Consumer demand for more efficient appliances should help drive the market for the copper motor rotor from integral horsepower motors down into the fractional horsepower motors.