Energy efficiency understanding varies by gender, demographics

April 5, 1:30 AMHousing ExaminerDena Kouremetis

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Energy usage counts, as evidenced by the results of appliance giant Whirlpool Corp. recently released survey. The study concludes that most consumer respondents—84%—consider energy efficiency to be the most important factor in their appliance purchases, beating out water and time savings.

The survey also found that 72% of  the 2,000+ consumers queried actively look for the Energy Star label when making their appliance purchasing decisions.  The company says the results were weighted as needed for region, age within gender, education, household income, and race/ethnicity.

Whirlpool says the survey illustrates how green awareness has become a top-of-mind issue these days, especially when planning a dream kitchen. Also interesting is a trend emerging from the study that even though demand for eco-friendly products is high, understanding of the benefits varies among male and female, married and single.

"The survey reveals married or previously married consumers appear to understand the benefits of using eco-efficient products more so than their single counterparts," the company says. "In fact, 77% of married consumers said they look for the Energy Star label when purchasing appliances versus only 59% of unmarried consumers."

The finding about married vs. single individuals only made the company realize that that there is a need to more comprehensively communicate the benefits of energy-efficient appliances to a wider range of demographics.  "This survey points to several gaps—be they marital, gender, or generational—in energy-efficiency awareness," said Michael Todman, president of Whirlpool North America.

The survey also seems to shatter the long-held belief among industry insiders that women are greener than men. It concludes that "71% of males aged 35-44 surveyed are more attuned to high efficiency laundry products as compared to their female counterparts in the same age group (54%)."