Evaluation of a marketing program designed to increase consumer consideration of energy-efficient products in Denver, Colorado

Technical Report · Tue Aug 01 04:00:00 EDT 1978

DOI:https://doi.org/10.2172/5622029· OSTI ID:5622029

A demonstration marketing program to sensitize Denver homeowners to incorporate the energy cost of ownership orientation in their decision process regarding purchase of energy-efficient products is described. Personal interviews with Denver homeowners were conducted. A first survey established a baseline for consumer awareness and acceptance of energy conservation and conservation-related products and provided information which could be utilized in developing marketing strategies related to energy conservation and the concept of energy cost of ownership. A second survey measured shifts in awareness and attitudes which might have occurred as a result of the marketing demonstration program. The methodology and results of the evaluation are discussed in detail. The Denver Test Market Media Campaign conducted through multi-media advertising and public relations campaigns to sensitize the residents to the positive consideraton of energy-efficient products is described. (MCW)

• Research Organization: National Demographics Ltd., Denver, CO (USA)
• DOE Contract Number: AC03-78CS20214
• OSTI ID: 5622029
• Report Number(s): DOE/CS/20214-T2; ON: DE81029367
• Country of Publication: United States
• Language: English

Related Subjects

32 ENERGY CONSERVATION, CONSUMPTION, AND UTILIZATION
320101* -- Energy Conservation
Consumption
& Utilization-- Residential Buildings-- (-1987)
ADVERTISING
ATTITUDES
COLORADO
CONSUMER PRODUCTS
COST
DECISION MAKING
EFFICIENCY
ENERGY EFFICIENCY
EVALUATION
LIFE-CYCLE COST
MARKET
MARKETING
NORTH AMERICA
OPERATION
OWNERSHIP
ROCKY MOUNTAIN REGION
SALES
SURVEYS
USA