Using Social Marketing to Spur Residential Adoption of ENERGY STAR®-Certified LED Lighting
Using Social Marketing to Spur Residential Adoption of ENERGY STAR®-Certified LED Lighting
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利用社交营销促进住宅采用 ENERGY STAR® 认证的 LED 照明
DOI：
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发表时间：
2015
期刊：
影响因子：
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通讯作者：
Sadler
中科院分区：
文献类型：
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作者：
P. W. Schultz;Julie A. Colehour;Jill Vohr;L. Bonn;A. Bullock;Amy;Sadler
照明领域的最新技术进步已经产生了比传统白炽灯泡效率高得多的灯泡。然而，尽管有这些好处，市场一直缓慢采用这些更新，更高效的灯泡。为了帮助促进这一变化，环境保护局的能源星星计划进行了一系列试点行为改变运动，以鼓励居民购买和安装能源之星认证的发光二极管（LED）灯。与杜克能源和效率佛蒙特州进行了旨在鼓励居民购买和安装认证的LED照明在他们的家中。这些活动使用基于社区的社会营销（CBSM）作为制定总体战略的平台，旨在突出认证LED灯的好处并减少障碍。在佛蒙特州，一个以学校为基础的筹款活动被用来推广认证的LED灯泡，在北卡罗来纳州，在家得宝和Costco零售店举行了特别的店内照明活动。这两个项目都是使用对照组实施的，并跟踪定量结果。报告的结果突出了与活动相关的认证LED销售的增加。还报告了来自两个活动的参与者的调查数据，沿着测试了新采用的行为对其他照明购买和行为的溢出。从这两个CBSM试点中吸取的经验教训被合成为交钥匙材料，可以被其他希望推广LED灯采用的组织采用。
Recent technological advancements in lighting have produced light bulbs that are dramatically more efficient than the traditional incandescent bulb. Yet despite these benefits, the marketplace has been slow to adopt these newer and more efficient bulbs. To help facilitate this change, the Environmental Protection Agency’s ENERGY STAR program conducted a series of pilot behavior change campaigns to encourage residents to purchase and install ENERGY STAR-certified light-emitting diode (LED) lights. Campaigns were conducted with Duke Energy and Efficiency Vermont aimed at encouraging residents to purchase and install certified LED lighting in their homes. The campaigns used community-based social marketing (CBSM) as the platform for developing the overarching strategy and were developed to highlight the benefits of certified LED lights and to decrease the barriers. In Vermont, a school-based fund-raiser was used to promote certified LED bulbs, and in North Carolina, special in-store lighting events were held at Home Depot and Costco retail locations. Both programs were implemented using a control group, and quantitative outcomes were tracked. Reported results highlight the increase in sales of certified LEDs associated with the campaigns. Survey data are also reported from participants in the two campaigns, along with tests for spillover of the newly adopted behavior into other lighting purchases and behaviors. The lessons learned from these two CBSM pilots are synthesized into turnkey materials that can be adopted by other organizations looking to promote the adoption of LED lights.