Overcoming sticker shock to move ahead on energy efficiency

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By Peter Gardett

Managing Editor, AOL Energy

Americans understand the advantages of, and need for, energy efficiency as much as their European counterparts, but need further education about pricing advantages before they will take action that matches European levels.

The awareness of energy efficiency and the willingness expressed by Americans in a recent study conducted by Harris International of four developed, mature economies surprised Mitch Williams, Senior Vice President at Rexel Holdings USA. Rexel, a large international distributor of electrical equipment, sponsored the study, which conducted interviews of 1,000 adults in the US, Germany, the United Kingdom and France.

The four countries selected are all "bound on the same path" to reduce their energy usage through efficiency efforts, Williams told AOL Energy after the study was released this week.

"There is a lot at stake" in energy efficiency efforts, Williams said, but a limited understanding in the energy industry community of what the public awareness and willingness surrounding energy efficiency is.

Although Americans are often perceived as universally unwilling to pay more for energy efficiency, 34% of US respondents to the Harris survey said they would make more room in their budget for energy efficiency efforts. A significant two-thirds said they were willing to make behavioral changes like using their energy-intensive devices at different times to conserve energy.

The biggest obstacle to widespread consumer, industrial and commercial adoption of energy efficient technologies remains the up-front sticker shock, Williams said.

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