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KNOXVILLE, Tenn., Nov. 19 /PRNewswire/ -- As President-Elect Barack Obama
prepares to address energy as one of the top issues on the U.S. agenda, his
administration will face long-held U.S. consumer denial about personal
responsibility in driving energy demand and resulting prices - as well as
consumers' "tailpipe-driven" understanding of energy use and environmental
impact.
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Despite government reports documenting that consumers now use more
electricity than five years ago, Shelton Group's fourth annual Energy Pulse
study reports in a recent survey that 61 percent of consumers deny using more.
Meanwhile, Energy Pulse also reflects widespread economic concern tied to
energy use, with 62 percent of Americans indicating they have experienced home
utility cost increases of 10-30 percent or more.
"For the first time in four years, we increasingly see economic concerns
driving consumer interest in conserving energy," said Suzanne Shelton, CEO of
Shelton Group, an advertising agency that independently sponsors the study.
"However, one thing hasn't changed since 2005: most Americans don't view
their own consumption behaviors or energy-use demand as having much to do with
energy costs," Shelton said. In fact, Energy Pulse 2008 finds that less than
one-fourth of consumers mention U.S. consumer demand as most to blame for
rising energy prices.
"The Obama Administration will be especially challenged in effecting
change if the electorate never understands how energy use - and not just
tailpipes - impacts the environment and how consumers' own behaviors are
critical," Shelton said.
While more consumers are becoming knowledgeable about renewable energy,
one-third erroneously think cars and trucks are the No. 1 cause of global
warming, while only four percent cite the actual primary culprit of greenhouse
emissions: coal-fired electric plants, today's most prominent source to heat,
cool and power buildings - largely homes.
For three previous years (2005-2007), Energy Pulse has found that
Americans primarily blame the U.S. government for high energy prices. In
response to this finding, Shelton Group expanded this area of the Energy Pulse
2008 study by dividing this query into two different questions: "Who is most
to blame for home energy costs?" and "Who is most to blame for rising gasoline
costs?"
These dual questions resulted in very different answers. Americans still
primarily blame the U.S. government for high home energy costs (27 percent),
followed by U.S. consumer demand (22 percent). Interestingly, utilities
registered far down the list, at 5 percent.
Also of note: most consumers either blamed kids in the home for increased
electricity usage or said they did not think they used more electricity
because they now had no kids in the home.
Oil companies were thought to be the primary culprits for rising gasoline
costs (27 percent). Even so, the U.S. government was the second most common
answer, at 24 percent.
Energy Pulse further asked, "Should the government be doing more to reduce
our dependence on fossil fuels?" The overwhelming answer - by 90 percent -
was "yes."
Those who responded affirmatively were then asked "What should the
government be doing?" The top answers were "should invest more in research to
find alternatives" (29 percent), "should be more proactive and develop a plan"
(16 percent), and "should allow drilling in the Arctic National Wildlife
Refuge and / or off the U.S. coast" (13 percent).
When asked the primary reason to participate in energy conservation
activities or purchases, the top three answers were the same as in 2007 but
shifted in order, with saving money No. 1 - again, reflecting more tough
economic times:
1.) To save money (ranked No. 3 in 2007)
2.) To protect our environment and save natural resources (remained No. 2
from 2007)
3.) To preserve the quality of life for future generations (ranked No. 1
in 2007)
Energy Pulse 2008(R), by Shelton Group, was fielded to 504 respondents by
telephone in September 2008 and has a +/- 4.37 percent margin of error, based
on the total number of U.S. households.
Based in Knoxville, Tenn., Shelton Group is an advertising agency entirely
focused on energy, energy efficiency and sustainability. Founded more than 17
years ago by CEO Suzanne Shelton, Shelton Group uniquely understands the
consumer mindset as it relates to energy, energy efficiency, conservation and
green marketing - based on its portfolio that includes a multi-year range of
original consumer research (Energy Pulse, Eco Pulse) and client work for such
accounts as BP Solar, Andersen Windows, Vectren Energy, Knauf Insulation and
the American Institute of Architects. Energy Pulse 2008 methodology and other
details available upon request.
Available Topic Expert(s): For information on the listed expert(s), click
appropriate link.
Suzanne Shelton
http://profnet.prnewswire.com/Subscriber/ExpertProfile.aspx?ei=61041
SOURCE Shelton Group
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