Research as the base for message creation
An initial nationwide survey was conducted to ascertain audience knowledge and perspectives regarding air conditioners (AC) and the Energy Saving Label (LTHE). This preliminary research was crucial for identifying awareness gaps, prevalent misconceptions, and factors influencing consumer purchase decisions.
The research uncovered noteworthy insights about the Energy Saving Label (LTHE), especially regarding consumer and retailer awareness and understanding. Despite the label's long-term existence, public recognition was remarkably poor. A considerable number of consumers were either unaware of it or unsure of its meaning, thus reducing its influence on purchasing choices.
The lack of awareness about LTHE was primarily due to retailers and consumers having insufficient knowledge about it. Retailers, who greatly influence consumer decisions, often lacked familiarity with the label. Without proper training or incentives to promote energy-efficient products, they rarely explained the meaning or benefits of LTHE. As a result, consumers looking for guidance in-store hardly received any information about energy efficiency and instead focused on promotional discounts or upfront costs.
Additionally, the issue was compounded by the existing sales incentive structure, which often motivated retailers to prioritize selling lower-priced air conditioners over energy-efficient models. As a result, their sales strategy focused on price and immediate affordability, neglecting product features and long-term savings. This emphasis on profit rather than consumer education left buyers uninformed about the benefits of energy-efficient options, leading to continued purchases of inefficient AC units.
The multitude of labels and certifications attached to air conditioners further added to the confusion. This abundance of stickers made it difficult for consumers to identify important labels like the LTHE and understand their implications. As a result, the LTHE was often overlooked or dismissed as just another marketing tactic, preventing it from fulfilling its purpose of guiding energy-efficient choices.
However, research also indicated considerable consumer interest in energy-efficient air conditioners. Escalating electricity costs made energy savings an attractive consideration, with consumers recognizing the long-term financial benefits of efficient models. However, a significant obstacle persisted: consumers did not have the necessary information to choose appropriate energy-efficient air conditioners.
These findings underscored the importance for an awareness campaign, aimed to make energy efficiency a key consideration in consumer choices by addressing misinformation among retailers and consumers, improving clarity of labeling, and realigning sales incentives.