RENEWABLE ENERGY PRODUCTS LABELING, PRODUCTION GUIDANCE AND CONSUMER ATTITUDES

RENEWABLE ENERGY PRODUCTS LABELING, PRODUCTION GUIDANCE AND CONSUMER ATTITUDES

CONTENTS

PREFACE

Chapter 1 MADE WITH RENEWABLE ENERGY: HOW AND WHY COMPANIES ARE LABELING CONSUMER PRODUCTS

LIST OF ACRONYMS AND ABBREVIATIONS

EXECUTIVE SUMMARY

1. INTRODUCTION

2. EXPERIENCE OFFERING PRODUCTS MADE WITH RENEWABLE ENERGY

3. COMMUNICATING THE USE OF RENEWABLE ENERGY

3.1. On-Product Messaging

3.2. Websites, Social Media, and Other Promotions

3.3. Carbon Labels for Consumer Products

4. MOTIVATIONS FOR PROMOTING PRODUCTS AS MADE WITH RENEWABLE ENERGY

4.1. Communicate to the Consumer and Enhance the Image of the Brand

4.2. Product Differentiation

4.3. Targeting Environmentally Conscious Consumers

4.4. Following an Existing Industry Trend

4.5. Price Premium

5. CHALLENGES WITH PRODUCT LABELING AND CLAIMS

5.1. Limited and Competing Uses of Product Real Estate

5.2. Language and Content

5.3. Consumer Recognition and Understanding

5.4. Product Packaging Costs

5.5. Cost of Certification and Program Requirements

5.6. Products Marketed Internationally

CONCLUSION

APPENDIX A. SAMPLE OF LABELING EFFORTS

REFERENCES

End Notes

Chapter 2 GREENING YOUR PRODUCTS: GOOD FOR THE ENVIRONMENT, GOOD FOR YOUR BOTTOM LINE

SECTION 1. INTRODUCTION

Is There a Market for Green Products?

SECTION 2. WHAT IS A GREENER PRODUCT?

Overview: Greening Product Attributes

Overview: Greening the Manufacturing Process

SECTION 3. GREENING PRODUCT ATTRIBUTES

Step 1: Review guidelines

Comprehensive Procurement Guideline (CPG)

Green Seal

Environmentally Preferable Purchasing (EPP)

Step 2: Identify Greener Materials

Step 3: Identify Other Product Design Improvements

Step 4: Market your Green Product

Green Seal

Scientific Certification Systems (SCS)

SECTION 4. GREENING THE MANUFACTURING PROCESS

Step 1: Map Your Processes

Step 2: Identify Greener Manufacturing Opportunities

Step 3: Evaluate Profitability

Step 4: Strive for Continuous Improvement

SECTION 5. CONCLUSION

Chapter 3 CONSUMER ATTITUDES ABOUT RENEWABLE ENERGY: TRENDS AND REGIONAL DIFFERENCES

EXECUTIVE SUMMARY

Significant Results, Trends, and Regional Differences

1. INTRODUCTION

1.1. Project Background and Objective

1.2. US LOHAS Consumer Trends Database Research Methodology

1.2.1. Survey Scope

1.2.2. Data Collection

1.2.3. Statistical Significance

1.2.4. Geographic Division

2. CONSUMER PERCEPTIONS OF RENEWABLE ENERGY

2.1. Consumer Awareness of Renewable-energy-related Terminology, Trended

2.2. Consumer Awareness of Renewable-energy-related Terminology, by Region

2.3. Consumer Caring about Using Renewable Energy, Trended

2.4. Consumer Caring about Using Renewable Energy in the Context of Other Environmental Attitudes

2.5. Consumer Caring about Using Renewable Energy, by Region

3. CONSUMER PURCHASING OF RENEWABLE ENERGY

3.1. Consumer Awareness of Renewable Power Purchase Options, Trended

3.2. Consumer Price Sensitivity for Renewable Energy, Trended

3.3. Consumer Price Sensitivity for Renewable Energy, by Region

3.4. Consumer Stated Purchase of at Least Some of Their Household Power from Renewable Sources Over the Past Two Years

CONCLUSION

APPENDIX A. FULL SURVEY QUESTION TEXT

ACKNOWLEDGMENTS

REFERENCES

End Notes

INDEX

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