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Energy Efficiency Standards and Labelling Project in Jordan

Survey of Consumer Behaviour and Preferences Regarding Energy Efficiency Home Appliances

Consolidated Report

“Survey Results – National Level”

Submittal Date: December, 13th 2012

Version: Final – Ver. 3

Consolidated Research Report P a g e | 2

Table of Contents

1 Executive Summary .......................................................................................................... 4

2 Definitions ......................................................................................................................... 7

3 Introduction ...................................................................................................................... 8

3.1 Research Background ....................................................................................................... 8

3.2 Research Objectives .......................................................................................................... 9

4 Survey Methodology....................................................................................................... 10

5 Survey Results ................................................................................................................. 11

5.1 Descriptive Analysis ........................................................................................................ 11

5.1.1 Demographic Analysis ............................................................................................ 11

5.1.2 Electricity Consumption .......................................................................................... 12

5.1.3 Ownership of Home Appliances ............................................................................. 12

5.1.4 Decision Making ...................................................................................................... 13

5.2 Awareness regarding Energy Consumption of Home Appliances ................................. 15

5.3 Familiarity with Energy Efficiency Appliances & Labelling ............................................ 15

5.3.1 Familiarity with Energy Efficiency Appliances ....................................................... 15

5.3.2 Recognition of EE home appliances ....................................................................... 16

5.3.3 Familiarity with Energy Labelling ........................................................................... 17

5.3.4 Ownership of EE Appliances .................................................................................. 17

5.4 Willingness to buy Energy Efficiency Appliances ........................................................... 18

5.5 Impact of Energy Saving Awareness Campaigns ........................................................... 22

5.6 Consumers’ behaviour in using Home Appliances ........................................................ 23

5.6.1 Overall Awareness .................................................................................................. 23

5.6.2 AC ............................................................................................................................ 23

5.6.3 Refrigerators & Freezers ......................................................................................... 24

5.6.4 Washing Machines .................................................................................................. 25

6 Conclusions & Recommendations .................................................................................. 26

Appendices .............................................................................................................................. 29

Annex (I) Respondents Demographic Characteristics ....................................................... 29

Annex (II) Ownership of Home Appliances ..................................................................... 32

Annex (III) Decision Making .............................................................................................. 35


Annex (IV) Awareness of Home Appliances Energy Consumption .................................. 37

Annex (V) Familiarity with Energy Efficiency Appliances & Labelling ............................ 38

Annex (VI) Willingness to buy Energy Efficiency Appliances ........................................... 44

Annex (VII) Impact of Energy Saving Awareness Campaigns ........................................... 48

Annex (VIII) Consumers’ behaviour in using Home Appliances ........................................ 52

Annex (IX) Conclusions & Recommendations .................................................................. 54


1 Executive Summary

This report summarizes the main findings related to the Research “Consumer Behaviour

and Preferences Regarding Energy Efficiency Home Appliances in Jordan”.

The main objective of this research is to identify the awareness of respondents from

Jordan regarding EE home appliances, and energy saving behaviours.

The survey of consumer behaviour and EE home appliances was conducted in Jordan on a sample size of 1000 respondents who were interviewed through phone. The sample was randomly selected from three regions in the kingdom (South, Middle and North) by using phone directory. All the data collected through the research has been analysed and compared in reference to various factors. The sample was distributed as follows:

The Middle Region: 714 respondents from Amman and Zarqa governorates

respondents from Amman governorate represent residents from west, east,

north and south Amman; The Northern Region: 213 respondents from Irbid

governorate;

The Southern Region: 73 respondents from Karak and Aqaba governorates.

Around 60% of the sample was females, and 40 % was males. Half of the respondents were bachelor degree holders (50%), while 15% of the respondents didn’t complete school. 45% of the respondents were in the age group (45 and above) and only 4% of them were in the age group (18 - 25), the rest were distributed between (26 – 45) age groups. As for the monthly household income, 76% of the sample has an income below JD 1000. Regarding the home appliances ownership, 100% of the sample are washing machine

and refrigerator owners. It was also found that 48% of the sample owns at least one AC,

77% of AC owners has bought their ACs during the last 5 years. It was noted that 81% of

AC owners were from the Middle Region. Also, 96% of Aqaba respondents owned ACs.

48% of the total respondents from the three regions believed that the AC is the most consuming device, followed by the fridge (22%). While 20% of the respondents did not know which home appliance consumes the most. Around 60% of respondents from Amman believed that the AC is the most consuming device, while only 6% of Karak respondents gave the same answer. When it comes to purchase decision making, it was noted that 55% of the respondents declared that the decision is mutual between both husband and wife. It was also noted that the highest percentage of decision makers are in the age group (45 and above) representing 52% of decision makers. The main factor affected respondents' purchasing decision in the past was the brand name of the purchased home appliance (61%), on the other hand only 1% of the respondents referred to the salesmen as one of the factors influencing their purchase decision.


While when specifically asked about how they would identify the efficiency of EE home appliance before making the purchasing decision the influence of salesmen has increased to 14%. While the main factor affecting the purchasing decision when it comes to EE home appliances was recommendations of friends and relatives (67%). When it comes to EE awareness, only 19% of the total respondents were aware of the

availability of such technology, 72% of these respondents were from Amman

governorate, while 95% of Southern Region respondents never heard about such

technology. Approximately 77% of these aware respondents declared their awareness

regarding the availability of EE AC. Around 40% of the respondents who have EE

awareness heard about such technology through commercial advertising.

Only 4% of the total sample was aware of the EE labelling. Around 76% of these

respondents were from Amman and none of them was from the Southern Region. On

the other hand 76% of these respondents answered that they knew about this

technology through noticing this label on one of the EE home appliances.

It was noticed that only 21% of the respondents who were familiar with the EE

technology have also purchased EE home appliance, (representing 4% of the total

sample). 78% of these respondents were from Amman. 61% of EE home appliances

owners owned an EE AC. 88% of the respondents who owned EE home appliances

referred to the increase in the electricity bills as the main reason that encouraged them

to buy EE home appliances, while 22% of them have mentioned the environmental

purposes.

Also, 51% of the EE home appliance owners pointed that the decrease in electricity bills

is the main change they have noticed after the purchase of the EE appliance.

41% of the total respondents declared their unwillingness to buy EE appliances in the

future, 51% of the age group (45 and above) were found unwilling to buy, while only

20% of the age group (18-25) were found unwilling to buy. Whereas, 48% of the total

respondents showed interest in buying EE ACs in the future.

The price is the main obstacle that may prevent the respondents from purchasing EE

home appliances in the future, since 47% of the respondents referred to the high prices

of EE technology as the reason that may discourage them to purchase the EE home

appliances in the future.

Regarding the awareness of the respondents, 51% of the total respondents said that

they consider themselves and their families to be very aware when it comes to energy

saving behaviours. 55% of the total respondents heard about awareness campaigns

related to energy savings, TV was the most awareness channel referred by 67%


participants through which they heard of awareness campaigns, this was followed by

newspapers.

16% of the respondents who heard about awareness campaigns expressed that these

campaigns have increased their willingness to buy EE home appliance.

65% of AC owners adjust the AC temperature between 22-24° C, while 29% of AC

owners, reported using it during winter for heating. Also, 62% of AC users close doors

and windows during AC usage, while only 27% of them clean the AC filters.

When it comes to refrigerator usage, 48% of the respondents adjust its temperature to

“medium”, while only 19% of them keep monitoring the adequacy of its rubber frame.

As for washing machines, 66% of the respondents mentioned that they only operate

their washing machine when it is fully loaded.


2 Definitions

Wherever found in the document, the below abbreviations and terminologies have the

following meaning:

Survey: Conducted for the purpose of Consumer Behaviour and Preferences Regarding Energy Efficiency Home Appliances.

EE: Energy Efficiency or Energy Efficient.

Home Appliances:

AC, washing machine, refrigerators and freezer.

AC: Air Conditioning.

Household Head:

Any household member who is responsible and contributes to the management of the household affairs. This usually includes parents, elderly sons/daughters, grandfathers/mothers.

Respondent: Survey participant.

Sample: Total participants.


3 Introduction

3.1 Research Background

The Energy Efficiency Standards and Labelling Project in Jordan is funded by the Global

Environmental Facility (GEF); executed by the United Nations Development Programme

(UNDP) while implemented by the National Centre for Research and Development

(NCRD)/ Energy Research Programme.

The objective of the project is to remove the barriers that currently prevent the rapid

and widespread use of energy efficient appliances in the domestic sector in Jordan.

Furthermore, the project aims at reducing greenhouse gas (GHG) emissions resulting

from the energy consumption of home electrical appliances in Jordan by achieving a

market transformation towards high-efficiency products through the introduction of

energy labels and minimum energy performance standards.

The project includes four components designed to overcome the barriers for EE

appliances market transformation. The third component focuses on raising retailers and

consumers’ awareness towards EE Standards and Labelling by improved targeted

marketing. Hence, the research conducted under this assignment falls specifically under

Outcome 3, Output 3.1 “Enhanced consumer awareness of appliance EE characteristics,

standards and labels and the costs and benefits of more efficient products”.

The main purpose of the assignment is to conduct a research-based study to understand

consumers’ current awareness level towards EE standards and labelling as well as the EE

electrical appliances. The research also aims to identify consumers’ perceptions and

behaviour with respect to using four types of home appliances (Refrigerators, Freezers,

ACs, and Washing Machines). For the purpose of the research, the refrigerators and

freezers are treated as one item.

The results of the research will be used by the UNDP as a baseline data in designing a

communication strategy and media campaign for spreading the awareness towards EE

standards, Energy Labelling, the adoption of energy saving practices, and the use of EE

home appliances.

The research is conducted on three phases as per the Research Plan: Middle Region

represented by Amman and Zarqa, Northern Region represented by Irbid and Southern

Region represented by Karak & Aqaba. Accordingly, this report summarizes the survey

results of the research on the National Level.

Three surveyors have conducted 1000 phone surveys. The response rate was

approximately 64%, the respondents who answered the questions of the surveys were

mainly household heads or family members who contribute to the household expenses.


Most of the refusals were due to inconvenient time or unwillingness to give any

information over the phone.

3.2 Research Objectives

The main objective of this phase of the research is to identify the awareness of

respondents from different regions of Jordan regarding EE home appliances, and energy

saving behaviours. Specifically, the research have addressed the following:

Level of consumers’ awareness and behaviour with respect to energy efficiency

with specific focus on ACs, Washing Machines, Refrigerators and Freezers

Familiarity with Energy Efficiency labelling

Willingness to buy Energy Efficient products

Impact of energy saving awareness campaigns on consumer’s behaviour in

general

The following is a brief description of each section included in the Report:

Chapter 1-Executive

Summary:

Summarizing the main results of the survey.

Chapter 2-Definitions: Covering main definitions and abbreviations used in the

Research Report.

Chapter3-Introduction: A brief introduction about conducting the Energy Efficiency

Standards & Labelling Survey in Jordan, and its main

objectives.

Chapter 4-Research

Methodology:

A brief description about the methodology and research

approach followed during the survey.

Chapter 5-Survey

Results:

This section clarifies the findings and statistics related to the

project’s main objectives regarding Jordan.

Chapter 6-

Conclusions&

Recommendations:

Identifying the main findings and recommendations on the

survey results.

Consolidated Research Report P a g e | 1 0

4 Survey Methodology

The approach of the survey is built based on adopting “Convenience Sampling” which

gives flexibility in selecting the sample size and the characteristics of the targeted

consumers who will participate in the research. A sample size of 1000 households has

been selected based on a confidence interval of 95% and a margin of error not

exceeding 4%. The distribution of the sample size of 1000 surveys among the Regions

has been calculated based on the population size of the selected cities. The below table

illustrates as follows:

Distribution of Sample Size According to each City

Region City Population % of Population Sample Size

Northern Irbid 1,112,300 23% 213

Middle Amman 2,419,600 50% 464

Zarqa 931,100 19% 250 Zarqa governorate was determined to be part of the research during conducting the survey, so 250 survey were assigned to it in order to reach 1000 survey in total

Southern Karak 243,700 5% 47

Aqaba 136,200 3% 26

Total 4,842,900 100% 1000 Source: Department of Statistics, 2011

The questionnaire was designed to cover the following:

Demographic statistics;

Energy Efficiency Awareness;

Energy Labelling Awareness;

Consumer Behaviour Awareness;

Consumers’ behaviour in using air conditioner;

Consumers’ behaviour in using refrigerators/freezers;

Consumers’ behaviour in using washing machines.

Raw data was tabulated in data entry sheet, each questionnaire was serially numbered

for traceability purposes. After the data has been tabulated, statistical analysis was

conducted to extract results.


5 Survey Results

5.1 Descriptive Analysis

The survey of consumer behaviour and EE home appliances was conducted in Jordan on a sample size of 1000 respondents who were phone interviewed and selected using the phone directory.

5.1.1 Demographic Analysis

Gender: 59.5% of the respondents were females, and 40.5% were males.

Age Group: 45% of the sample were above the age 45, 28% of the sample were between the age of 36-45, 24% of the respondents were between the age of 26-35, the remaining (4%) were between 18-25 years old.

Academic Level: 50% of the respondents were Bachelor degree/diploma certificate holders, 31% were high school graduates, 15% of the sample didn’t finish high school and 4% were Master degrees holders or higher.

Marital Status: 74% of the respondents were married and 20% were singles, the remaining 6% were either divorced or widowed.

Location: 71% of the respondents were located in the Middle Region (Amman and Zarqa), 21% were located in the Northern Region (Irbid), 7% were from the Southern Region (Karak and Aqaba).

Household: 51% of the sample lives in separate houses while the remaining lives in apartment, 87% of the respondents own their residence.

Household Size: 56% of the sample has 3-5 members living in the household, 11% of the respondents have 2 members living in the household, while 33% of the respondents have more than 5 members living in the same household.

Household Income: the percentage of the respondents with an income of JD 500-1000 was 38% which is equal to the percentage of the respondents with an income less than JD 500. 19% of the respondents have an income more than JD 1000, while 5% of the respondents refused to answer this question. When analysing the income according to the household location, it was noticed that 17%

of respondents who have an income higher than 1000 JD were from the Middle Region.

While in the case of other regions the percentage did not exceed 2%. The table below

illustrates the analysis:

Table 1: Household Income Distribution

Northern Region Number Percentage

Less than 500 111/1000 11%

500 – 1000 87/1000 9%

More than 1000 10/1000 1%

Refused to answer 5/1000 0.5%

Middle Region Number Percentage

Less than 500 233/1000 23%

500 – 1000 261/1000 26%


Table 1: Household Income Distribution

More than 1000 174/1000 17%

Refused to answer 46/1000 5%

Southern Region Number Percentage

Less than 500 35/1000 4%

500 – 1000 34/1000 3%

More than 1000 2/1000 0.2%


Annex (I) illustrates further analysis regarding demographical analysis.

5.1.2 Electricity Consumption

Respondents were asked about the value of their electricity bill per month. 74% of

households reported their electricity bills to be less than 50 JDs, whereas only 7% of

households have electricity bills more than 100 JDs. It is also worth mentioning here that

72% of Karak respondents’ electricity bills were JD 25 and below. Aqaba governorate

showed the highest electricity consumption where 46% of the electricity bills ranged

between JD 50-100 and none of the respondents’ electricity bill was below JD 25. The

electricity bills of the respondents were distributed as follows:

Table 2: Electricity Bills/Month Number Percentage

< 25 JD 354/1000 35%

26-50 JD 388/1000 39%

51-75 JD 115/1000 11.5%

76-100 JD 74/1000 7%

101-150 JD 38/1000 4%

>150 JD 31/1000 3%

Annex (I) illustrates further analysis regarding electricity consumption.

5.1.3 Ownership of Home Appliances

All the respondents were asked if they own ACs, refrigerators, freezers, and washing

machines. The results showed that all respondents owned washing machines and

refrigerators, while 48% of the respondents owned ACs, and 34% of the respondents

owned freezers. The table below shows the ownership of appliances:

Table 3: Appliances Ownership Number Percentage

Air Conditioning 482/1000 48%

Washing Machines 1000/1000 100%

Refrigerators 999/1000 99.9%

Freezers 340/1000 34%


When asked about the number of units owned of each appliance, 98.5% of washing

machine owners owned 1 washing machine and 98% of refrigerator owners owned 1

refrigerator and 62% of respondents who have AC units owned 1 unit.

When asked about the years of acquisition, it was noted that 77% of the respondents

have purchased an AC device during the last 5 years. While 61% of the respondents have

purchased washing machines for more than 5 years. 44% of the respondents have

purchased their fridges before at least 10 years.

It was noted that the acquisition of EE home appliances with respect to similar non EE is

very low. The highest percentage was for the EE AC which is about 5%. The below table

illustrates the percentages of EE home appliances with respect to similar non EE:

Table 4: EE appliances owners to similar appliances owners

EE Home appliance Number Percentage

AC 25/482 5%

Fridge 21/1000 2%

Washing Machine 12/999 1.2%

Freezer 3/340 0.9%

55% of Middle Region respondents owned AC devices which represent 81% of the total

AC device owners. It is also worth mentioning that Aqaba governorate had the highest

percentage of AC owners (96%). The percentage of respondents who owned AC devices

according to the region is clarified in the table below:

Table 5: AC Devices distribution by region

AC Devices Number Percentage

Northern Region 64/213 30%

Middle Region 390/714 55%

Southern Region 28/73 38%

Annex (II) illustrates further analysis regarding ownership of home appliances.

5.1.4 Decision Making

The respondents were asked about who usually takes the decision when choosing the

home appliances. 55% of the respondents answered that the purchase decision is

mutual between both husband and wife, while 25% responded that it is usually the

husband who makes the decision, 16% of the respondents referred to the wife as the

decision maker. While the remaining responded that their children or their

father/mother in law were the decision makers in their situation.


When asked about the main factors influenced their decision when they purchased

their home appliances in the past, 1% of the respondents answered others referring to

the country of origin and warranty conditions, the respondents answered as follows:

When asked how respondents identify the efficiency of the EE home appliances before

purchasing, 5% of the respondents answered “others” referring to trusted brand name,

warranty conditions, price, expert opinion and internet reviews, the respondents

answered as follows:

61%

43%

16% 12%

7% 6%

52%

36%

5% 4% 0.8% 1.2%

62%

43%

20%

12% 9% 8%

45% 47%

1%

29%

0% 0% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Brand Name Tech. Spec. Promotions Payment terms Price Other*

Chart 1: Factors affecting Decision Making

National Northern Middle Southern

*Others: Consumers' recommendations Model Design Warranty conditions Country of Origin

67%

46%

14%

3% 1% 5%

62%

37%

9%

0% 0.5% 1%

68%

49%

15%

4% 1% 6%

68%

36%

15%

0% 0% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Chart 2: EE Home appliances Eff.



Annex (III) illustrates further analysis regarding decision making when purchasing home

appliances.

5.2 Awareness regarding Energy Consumption of Home Appliances

When asked about the most electrical consuming appliance, 48% of respondents said

that ACs consume the most, 22% believed that refrigerators are the most consuming

home appliance, while 7% have chosen washing machines, and only 5% have chosen

freezers. On the other hand, 20% of the respondents didn’t know which appliance

consumes the most.

Examining the respondents regional location, respondents living in the Northern Region

have the highest percentage (28%) of not knowing the most consuming home appliance.

Below table summarizes the respondents' lack of knowledge of the most consuming

home appliances with respect to the distribution of regions as follows:

Table 6: Doesn’t know the most consuming appliance

Region Distribution according to Region

% Compared to Region

Northern Region 60/201 30% 60/213 28%

Middle Region 123/201 61% 123/714 17%

Southern Region 18/201 9% 18/73 25%

Annex (IV) illustrates further analysis regarding awareness of home appliances energy

consumption.

5.3 Familiarity with Energy Efficiency Appliances & Labelling 5.3.1 Familiarity with Energy Efficiency Appliances

When asked about their familiarity of the availability of EE home appliances in Jordan,

19% of total respondents were found aware of such availability. Results showed that

males were more aware of the availability of such technology compared to females(22%

males, 17% females). It is worth mentioning here, 77% of the respondents who were

familiar with EE technology declared that they were familiar with the EE AC device.

It was noted that respondents living in the Middle Region were found the most aware of

the availability of the EE technology (25%). Whereas, Southern Region was found the

least by having only 5%.

Below table summarizes the respondents' familiarity with EE home appliance with

respect to the gender and regions as follows:


Table 7: EE Awareness

Gender Distribution according to Gender % Compared to Gender

Female 103/194 53% 103/595 17%

Male 91/194 47% 91/405 22%

Region Distribution according to Region % Compared to Region

Northern Region 13/194 7% 13/213 6%

Middle Region 177/194 91% 177/714 25%


Annex (V) illustrates further analysis regarding familiarity with EE appliances.

5.3.2 Recognition of EE home appliances

Respondents who were aware of EE home appliances were asked how they first heard of

such technology and they were asked to select the channel(s) they first heard about the

EE home appliances, 3% of them answered “others” referring to the internet reviews

and through work, the respondents answered as follows:

When examining further the respondents who were found owning EE appliances, 27

respondents out of the 41 EE appliances owners have heard about the availability of EE

appliances through salesmen (66%). Followed by 32% heard about the EE appliances

from friends/relatives, 22% heard through commercial advertisements, 5% heard

through awareness campaigns, and only 2% heard through articles.

Annex (V) illustrates further analysis regarding recognition of EE home appliances.

40% 34%

32%

8% 7% 3%

38%

15%

31%

0%

8% 8%

41% 36% 32%

8% 6% 3%

25%

0%

50%

0%

25%

0% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Comm. Ads. Salesmen recom. Friends & Relatives Awareness Campaigns

Articles work, internet reviews

Chart 3: Recognition of EE Technology



5.3.3 Familiarity with Energy Labelling

Respondents who were aware of EE technology were asked if they were aware of energy

labelling concept, 22% of these respondents were aware of energy labelling concept

representing 4% of the overall sample (1000).

Examining the respondents Regional location, respondents living in the Middle Region

were found the most aware than the rest of the regions having 6% of respondents in this

region were aware of energy labelling. Whereas, none of the Southern Region

respondents were aware of energy labelling.

Below table summarizes the respondents' familiarity with EE labelling with respect to

the gender and distribution of regions as follows:

Table 8: Energy Labelling


Female 20/42 48% 20/595 3%

Male 22/42 52% 22/405 5%


Northern Region 1/42 2% 1/213 0.5%

Middle Region 41/42 98% 41/714 6%


Annex (V) illustrates further analysis regarding familiarity with energy labelling.

5.3.4 Ownership of EE Appliances

The respondents who are aware of EE technology were asked if they own EE home

appliances, 21% of these respondents were found to own EE home appliances

representing 4% of the overall sample. The distribution of the EE home appliances are as

follows; 25 owned EE ACs, 21 owned EE washing machines, 12 owned EE fridges, and

only 3 owned an EE freezer.

When the respondents who owned EE home appliances were asked about the major

factor that affected the purchase decision (multiple choice applies), respondents gave

more than one factor, 88% of the respondents major reason was to control the increase

in electricity spending followed by 22% of the respondents for change in the usage trend

(increasing the usage duration), and lastly 22% of the respondents for environmental

purposes.

The respondents who owned EE home appliances were asked also about the changes

they witnessed as a result of using the EE home appliances, 51% of these respondents

noticed that their electricity bills have decreased, 34% of these respondents started to


use their EE appliances more often, 15% didn’t feel any difference and 22% were using

the home appliance for the first time so they didn’t noticed any difference.

Then the respondents who were aware of EE technology were asked if any of their

friends/relatives purchased EE home appliances, only 30% of these respondents had

friends/relatives who purchased EE home appliances representing only 6% of the overall

sample. Whereas, 48% of these respondents didn’t know if any of their friends/relatives

had purchased EE home appliances.

When asked about their friends/relatives satisfaction regarding the EE home appliances,

48% of the respondents whom friends/relatives owned EE home appliances answered

that their friends/relatives were very satisfied, 36% of these respondents answered that

their friends/relatives were satisfied while only 2% of these respondents answered that

their friends/relatives weren’t satisfied.

5.4 Willingness to buy Energy Efficiency Appliances

All the respondents in the sample were asked about their willingness to buy EE home

appliances, 41% of the sample was found unwilling to buy any EE home appliance.

While, the participants who were willing to buy EE appliances were as follows (keeping

in mind that some participants expressed their willingness to buy more than one EE

appliance); 48% were willing to buy EE AC, 43% were willing to buy EE fridge/freezer,

and 36.5% were willing to buy EE washing machine.

The respondents who were willing to buy EE AC were asked about the highest price they

would pay for purchasing an EE AC by listing different price ranges, the results showed

that all willing participants would buy an EE AC if its price was below JD 600, 48%

expressed their willingness if the AC is between JD 600-750, and their willingness has

declined to 17% and 7% for AC price ranging JD 750-900 and above 900 respectively. The

chart below illustrates the distribution of the respondents with respect to the price

range:

100%

48%

17% 7% 0%

50%

100%

150%

less than 600 600-750 750-900 Above 900

Re

spo

nd

en

ts

Price (JD)

Chart 4: Willingness to pay for EE AC


The respondents who were willing to buy EE fridge/freezer were asked about the

highest price they would pay for purchasing an EE fridge/freezer by listing different price

ranges, the results showed that all willing participants would buy an EE fridge/freezer if

its price was below JD 450, 57% expressed their willingness if the fridge/freezer is

between JD 450-600, and their willingness has declined to 17% and 7% for fridge/freezer

price ranging JD 600-750 and above 750 respectively. The chart below illustrates the

distribution of the respondents with respect to the price range:

The respondents who were willing to buy EE Washing Machine were asked about the

highest price they would pay for purchasing an EE Washing Machine by listing different

price ranges, the results showed that all willing participants would buy an EE Washing

Machine if its price was below JD 400, 43% expressed their willingness if the EE Washing

Machine is between JD 400-550, and their willingness has declined to 19% and 7% for EE

Washing Machine price ranging JD 550-700 and above 700 respectively. The chart below

illustrates the distribution of the respondents with respect to the price range:

100%

57%

17% 7%

0%

20%

40%

60%

80%

100%

120%

less than 450 450-600 600-750 Above 750

Re

spo

nd

en

ts

Price (JD)

Chart 5: Willingness to pay for EE Fridges

100%

43%

19% 7%

0%

20%

40%

60%

80%

100%

120%

less than 400 400-550 550-700 Above 700

Re

spo

nd

en

ts

Price (JD)

Chart 6: Willingness to pay for EE Washing Machine


In analysing further the respondents who were unwilling to buy any EE home appliance

with respect to the age group, respondents in the age group (45 and above) were the

most unwilling to buy with 51% of this age group respondents.

In examining the respondents who were unwilling to buy any EE home appliance with

respect to their Regional location, respondents living in the Northern Region were found

the most unwilling to buy EE home appliance (43%). Respondents living in the Middle

Region were ranked the second having 40% of respondents from this region unwilling to

buy EE home appliances. Whereas, Southern Region was found the least by having only

34% of the respondents from this region unwilling to buy EE home appliances.

It is also worth mentioning here that only 11% of the respondents who were unwilling to

buy EE home appliance were already aware of the EE technology. The rest only knew

about the EE technology during conducting the survey.

The EE technology high prices was noticed to be the major obstacle preventing the

respondents to buy EE home appliances in the future, where this factor got selected the

most by 43% of the respondents who were unwilling to buy. 20% of the respondents

were not convinced with the technology.

Below table summarizes the respondents unwilling to buy with respect to several factors

as follows:

Table 9: Unwilling to buy EE home appliances

Gender Distribution according to Gender

% Compared to Gender

Female 237/405 59% 237/595 40%

Male 168/405 41% 168/405 41%

Age Group Distribution according to Age Group

% Compared to Age Group

18-25 8/405 2% 8/40 20%

26-35 76/405 19% 76/239 32%

36-45 95/405 23% 95/276 34%

46-65 226/405 56% 226/445 51%

Location Distribution according to region

% Compared to region

Northern Region 91/405 22% 91/213 43%

Middle Region 289/405 71% 289/714 40%


EE Awareness Distribution according to EE awareness

Percentage

Have EE awareness 45/405 11%

Doesn’t have EE awareness 360/405 89%


Table 9: Unwilling to buy EE home appliances

Factors affecting decision Distribution according to factors affecting decision

Percentage

Not convinced with EE technology

81/405 20%

Bad experience with similar home appliances

9/405 2%

Not trusting the market 71/405 18%

High prices 175/405 43%

Technology not available for favorite brand

26/405 6%

Other reasons 92/405 23%

In analysing further the characteristics of the respondents who found the price to be a

major obstacle, 80% of these respondents were from the Middle Region, 46% of them

have income below JD 500, and 79% of them have an average electricity bill less than JD

50.

Below table summarizes the respondents who were unwilling to buy EE home appliances

due to high prices with respect to several factors as follows:

Table 10: Factors affecting willingness to pay (Price)

Region Distribution according to region

% Compared to the region

Northern Region 68/473 14% 68/213 32%

Middle Region 377/473 80% 377/714 53%


Household Income Distribution according to household income

% Compared to the household income

Less than 500 216/473 46% 216/379 57%

500-1000 160/473 34% 160/382 42%

More than 1000 68/473 14% 68/186 37%

Refused to answer 29/473 6% 29/53 55%

Electricity Consumption Distribution according to electricity consumption

% Compared to the electricity consumption

Less than 25 173/473 37% 173/354 49%

26 – 50 200/473 42% 200/388 52%

51 – 75 50/473 11% 50/115 43%

76 – 100 30/473 6% 30/74 41%

101 – 150 15/473 3% 15/38 39%

More than 150 5/473 1% 5/31 16%

Respondents who were willing to buy EE appliances were asked about the major factors

that encourage their decision, 98% of these respondents major reason was to control


the increase in electricity spending followed by 11% of them for change in the usage

trend (increasing the usage duration), and lastly 9% of these respondents for

environmental purposes.

All the respondents were also asked if they are willing to buy non EE used home

appliances in case the market only offered EE home appliances at high prices, only 15%

said that they would buy a used home appliance.

Annex (VI) illustrates further analysis regarding willingness to buy EE appliances.

5.5 Impact of Energy Saving Awareness Campaigns

When total respondents were asked if they have heard of awareness campaigns related

to energy saving, the results showed that 55% of the respondents have heard of such

awareness campaigns. Respondents were then asked to select the most channel(s) they

have heard/seen such awareness campaigns, 3% of them answered “others” referring to

schools and mosques, the respondents answered as follows:

When the respondents who heard about awareness campaigns were asked about the

effect of such awareness campaigns on their behaviours, the results showed that 71% of

these respondents became more aware of energy saving, while 16% of them expressed

that this has increased their willingness to buy EE home appliance, 15% has started

spreading the awareness to their friends/relatives. Whereas, 14% the respondents

expressed that they were not affected by the awareness campaigns, 13% of them

pointed to “other” reasons for that such as bad habits, poor campaigns penetration and

difficulties in changing attitudes, the respondents answered as follows:

67%

31%

14% 9% 8%

2% 3%

68%

18%

7% 8% 3%

3% 7%

67%

35%

9% 9% 18%

2% 2%

61%

32%

9% 7% 5%

0% 5%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Television Newspaper Internet Radio Street Ads SMS Schools, mosques

Chart 7: Media Campaigns



Annex (VII) illustrates further analysis regarding impact of energy saving awareness

campaigns.

5.6 Consumers’ behaviour in using Home Appliances 5.6.1 Overall Awareness

All the respondents were asked how aware their families were regarding the best

practice to reduce the electricity consumption, 51% of the respondents said that their

families are very aware, 33% of the respondents said that they are somehow aware,

while 17% of the respondents said that they are unaware.

5.6.2 AC

The respondents who owned ACs (482 respondents) were asked about several trends

and behaviours related to energy saving while using ACs, such as the duration of use,

temperature adjusted during summer/winter and behavioural attitudes that are

followed to reduce the AC energy consumption.

Results showed that during summer, 65% of them adjusted the temperature of their ACs

between 22-24˚C. 29% of respondents who owned AC, reported using it during winter

for heating, 55% of the those adjusted its temperature between 27-29˚C.

As for the attitudes adopted by the AC owners for the purpose of energy saving, 9% of

them responded that they don’t follow any specific behaviour to reduce the AC energy

consumption, the other 91% responded as follows:

56%

25%

15% 13%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lack of interest Not trusting these campaigns

Difficulties in sending messages

bad habits, poor penetration, diff. in

att. Change

Chart 8: Campaigns having no effect


5.6.3 Refrigerators & Freezers

The respondents who owned Refrigerators &Freezers (999 respondents) were asked

about several trends and behaviours related to the Refrigerators & Freezers usage, such

as temperature adjustment, door openings, arranging food, and behavioural attitudes

that are followed to reduce the refrigerator/freezer energy consumption.

Results showed that 48% of the Refrigerator/freezer owners adjust the temperature of

their refrigerator on medium, while 34% of them change it according to the season and

19% leave it as adjusted by the dealer.

As for the attitudes adopted by the refrigerator/freezer owners for the purpose of

energy savings, 8% of them responded that they don’t follow any specific behaviour to

reduce the energy consumption, the other 92% responded as follows:

36%

62%

40%

29% 27% 33%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

100%

Usage periods

reductions

Closing doors and windows

monitoring Electricity

bills changes

Adjust the AC temperature

Filter cleaning

Closing curtains

Chart 9: AC saving practices

51%

33%

53%

32%

19%

1% 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Door openings Filling the Fridge properly

Put food in the fridge after it

cools

Adjust the temp. Fridge rubber frame

Defreeze food

Chart 10: Fridge Saving Practices


5.6.4 Washing Machines

All the of the sample (1000 respondents) owned washing machines. 12% of them answered that they don’t follow any specific behaviour to reduce the washing machine energy consumption, the other 88% responded as follows:

Annex (VIII) illustrates further analysis regarding consumer behaviour in using home appliances.

17%

36%

16%

66%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Reduce cycle number Reduce number of washes Adjust water Temp. Operating only when fully loaded

Chart 11: Washing Machine Saving Practices


6 Conclusions & Recommendations

77% of the respondents who owned ACs, have purchased them during the last 5 years. It should be also noted that the EE AC was the most appliance that showed willingness to buy from respondents compared to other EE home appliances (48%). ACs should be given a special focus especially in the Middle Region since 81% of AC owners are concentrated in this region. Also, Aqaba should also have a special attention since ACs are being used most of the year by 96% of households in Aqaba while none of them own EE AC.

Following the point above, when analysing further the respondents from Karak it was noted that 72% of Karak respondents’ electricity bills were JD 25 and below, only 4% of them own ACs, 6% of them referred to the AC as the most consuming home appliance and 66% of them showed unwillingness to buy an EE AC in the future. Awareness campaigns in this governorate should be focused on other EE appliances rather than EE AC.

74% of the electricity bills are less than JD 50, on the other hand, 92% of the electricity bills which are below JD 25 are from the Northern Region. As for the Southern Region, Aqaba governorate showed the highest electricity consumption, where 46% of the electricity bills ranged between JD 50-100. Whereas, all Karak respondents electricity bills are below JD 50. Analyzing the Middle Region, Amman was noticed to have the highest percentage for the electricity bills which are above JD 100 (13%). The awareness campaign should be focussed in the regions that consumes energy the most (Aqaba, Amman).

When analysing the decision making age groups it was noted that 52% of the decision makers were in the age group (45 and above). Increasing awareness related to the availability of such technology may be addressed to this age group. For further analysis, refer to Annex (IX).

Following the point above, it was also noted that 51% of the respondents who were unwilling to buy EE home appliances are in the age group (45 and above), whereas only 20% of respondents who were unwilling to buy EE home appliances are from the age group of (18 – 25). This reflects that the young generation have higher acceptance of new technologies than the elder generation.

With respect to the factors affecting the respondents' decision when purchasing EE home appliances, 67% of the respondents were relying on the recommendation of friends and families to identify the efficiency and reliability of EE home appliances. Focusing on spreading the use of EE home appliances through promoting users’ good experience in using such technology may have positive effect on the credibility of the awareness campaigns related to the EE concept.

Following the point above, it was noted that only 1% of the respondents referred to the salesmen as one of the factors affecting the purchasing of home appliances. While when specifically asked about how they would identify the efficiency of EE home appliances before making the purchasing decision, the influence of salesmen has increased to 14%. On the other hand, 34% of respondents who were aware of EE technology had first heard about it through


salesmen. This highlights the increased effect of the salesmen on decision making when it is related to new technologies. This also highlights the importance of having qualified salesmen who have suitable education concerning the EE devices and technologies.

81% of the respondents were unaware of the availability of EE home appliances. The Southern Region was found the most unaware with (95%). Increasing awareness related to the availability of such technology may be addressed through TV and newspaper awareness campaigns, which had the highest percentages of most viewed media channels for awareness campaigns (67%, 31% respectively).

When examining the respondents who were aware of the availability of EE home appliances, only 22% were found aware of energy labelling representing 4% of the total sample. An emphasis on energy labelling should be given during the awareness campaigns.

45% of the total respondents haven’t heard of any energy saving awareness campaigns before, while 14% of the total respondents who have heard of awareness campaigns weren’t affected by the campaigns for different reasons, such as, lack of interest, difficulties in the messages sent through the campaigns, not trust such campaigns, some respondents weren’t affected due to the difficulty in changing their attitudes and behaviours.

It has been noted that 42% of the purchased home appliances in the past five years were purchased by respondents who were unaware of the availability of EE home appliances, and at the same time they were willing to buy an EE home appliance. For further analysis, refer to Annex (IX).

When analyzing the acquisition of EE home appliances with respect to similar

non EE according to the type of appliance, it was noted that the percentages

were very low within the range 1%-5%. The highest percentage was for the EE AC

which was about 5%.

The results showed that the major factor that affected the willingness to buy is

the decrease of electricity spending as it was selected by 98% of the respondents

who were willing to buy. Emphasis should be highlighted on how EE appliances

can help reducing and controlling electricity spending.

11% of respondents who were unwilling to buy EE home appliance were already aware of the EE technology. The rest only knew about the EE technology during conducting the survey. Increasing the awareness related to the efficiency of such technology may lead to reducing the unwillingness to buy EE appliances.

41% of respondents expressed their unwillingness to buy an EE appliance. Assuming the market will only contain EE home appliances, 15% of the total respondents were found to purchase non EE used home appliances. When analysing the data further, it was found that 331 of the respondents who were unwilling to purchase used home appliances also declared their unwillingness to buy EE home appliances. Accordingly, if it is assumed that 331 respondents will have no choice but to purchase EE appliances in case the market offered EE


appliances only. This will affect the percentage of the respondents who were unwilling to buy EE home appliances and decrease it from 41% to 7%.

43% of the respondents living in the Northern Region were found unwilling to buy EE home appliance, which was the highest percentage when it comes to regional location.

When the respondents were asked about the second hand home appliances, some of them declared their willingness to buy second hand home appliances if it will be EE, otherwise they will not be interested in the second hand market.

Annex (IX) illustrates further analysis regarding the conclusions and recommendations.


Appendices

Annex (I) Respondents Demographic Characteristics

Descriptive Analysis

Question 2) Gender Number Percentage

Female 595/1000 59.5%

Male 405/1000 40.5%

Question 3) Age Group Number Percentage

18-25 40/1000 4%

26-35 239/1000 24%

36-45 276/1000 28%

45 and above 445/1000 44.5%

Question 4) Academic level Number Percentage

Didn’t finish high school 153/1000 15%

High School Graduate 307/1000 31%

Bachelor Degree or Diploma Certificate 502/1000 50%

Masters Degree or Higher 38/1000 4%

Question 5) Marital Status Number Percentage

Married 742/1000 74%

Single 204/1000 20%

Widowed 50/1000 5%

Divorced 4/1000 0.4%

Question 6) Spouse Age Group Number Percentage

18-25 10/742 1.3%

26-35 82/742 11%

36-45 200/742 27%

45 and above 450/742 61%

Question 7) Spouse Academic Level Number Percentage

Didn’t finish high school 111/742 15%


Bachelor Degree or Diploma Certificate 375/742 51%


Question 8) Region Number Percentage

Northern Region 213/1000 21.3%

Middle Region 714/1000 71.4%

Southern Region 73/1000 7.3%

Question 9) Household Number Percentage

House 506/1000 51%

Apartment 494/1000 49%

Question 10) Household Ownership Number Percentage

Rent 130/1000 13%

Ownership 870/1000 87%

Question 11) Household Size Number Percentage

2 112/1000 11%

3-5 559/1000 56%


More than 5 329/1000 33%

Question 12) Household Income Number Percentage

Less than 500 JD 379/1000 38%

500-1000 JD 382/1000 38%

More than 1000 JD 186/1000 19%


Distribution according to gender by region


Female 132/213 62%

Male 81/213 38%


Female 418/714 59%

Male 296/714 41%


Female 45/73 62%

Male 28/73 38%

Distribution according to Household Income by region


Less than 500 111/213 52%

500 - 1000 87/213 41%

More than 1000 10/213 5%



Less than 500 233/714 33%

500 - 1000 261/714 37%

More than 1000 174/714 24%



Less than 500 35/73 48%

500 - 1000 34/73 47%

More than 1000 2/73 3%


Distribution of Household Income over the total sample


Less than 500 111/1000 11%

500 - 1000 87/1000 9%

More than 1000 10/1000 1%



Less than 500 233/1000 23%

500 - 1000 261/1000 26%

More than 1000 174/1000 17%



Distribution according to Household Income by region


Less than 500 35/1000 4%

500 - 1000 34/1000 3%

More than 1000 2/1000 0.2%


Electricity Bills/Month Number Percentage

< 25 JD 354/1000 35%

26-50 JD 388/1000 39%

51-75 JD 115/1000 11.5%

76-100 JD 74/1000 7%

101-150 JD 38/1000 4%

>150 JD 31/1000 3%


Annex (II) Ownership of Home Appliances

AC Devices distribution by region

AC Devices Number Percentage




Appliances Ownership Number Percentage



Refrigerators 999/1000 99.9%

Freezers 340/1000 34%

Number of units &Years of Acquisition

Air Conditioning

Number of Units Number Percentage

1 297/482 62%

2 81/482 17%

3 55/482 11%

More than that 49/482 10%

Number of Years Number Percentage

Less than 2 years 125/495 25%

2-5 years 256/495 52%

5-10 years 92/495 19%

More than 10 years 22/495 4%

Washing Machine


1 985/1000 98.5%

2 13/1000 1.3%

3 2/1000 0.2%




2-5 years 258/1004 26%

5-10 years 321/1004 32%


Refrigerator


1 981/999 98%

2 14/999 1.4%

3 3/999 0.3%

More than that 1/999 0.1%

Number of years Number Percentage


2-5 years 163/1002 16%



5-10 years 321/1002 32%


Freezer


1 330/340 97%

2 8/340 2%

3 2/340 0.6%




2-5 years 77/340 23%

5-10 years 98/340 29%


Household Size/Age Group/Availability of home appliances/Income/Consumption

Household Size 2

Age Group Number Percentage

18-25 1/112 1%

26-35 16/112 14%

36-45 15/112 13%

46-65 80/112 71%

Availability of home appliances Number Percentage

AC 62/112 55%

Fridge 112/112 100%

Washing Machine 112/112 100%

Freezer 35/112 31%

Income Number Percentage

Less than 500 53/112 47%

500-1000 32/112 29%

More than 1000 19/112 17%


Electricity Consumption Number Percentage

Less than 25 53/112 47%

26 – 50 37/112 33%

51 – 75 11/112 10%

76 – 100 5/112 4%

101 – 150 4/112 4%

More than 150 2/112 2%

Household Size 3-5


18-25 25/559 4%

26-35 130/559 23%

36-45 147/559 26%

46-65 257/559 46%



Household Size/Age Group/Availability of home appliances/Income/Consumption

AC 285/559 51%

Fridge 559/559 100%


Freezer 182/559 33%


Less than 500 187/559 33%

500-1000 213/559 38%

More than 1000 128/559 23%



Less than 25 176/559 31%

26 – 50 229/559 41%

51 – 75 59/559 11%

76 – 100 46/559 8%

101 – 150 27/559 5%

More than 150 22/559 4%

Household Size More than 5


18-25 14/329 4%

26-35 93/329 28%

36-45 114/329 35%

46-65 108/329 33%


AC 135/329 41%

Fridge 329/329 100%


Freezer 123/329 37%


Less than 500 139/329 42%

500-1000 137/329 42%

More than 1000 39/329 12%



Less than 25 125/329 38%

26 – 50 122/329 37%

51 – 75 45/329 14%

76 – 100 23/329 7%

101 – 150 7/329 2%

More than 150 7/329 2%


Annex (III) Decision Making

Decision Making Number Percentage

Husband 247/1000 25%

Wife 157/1000 16%

Husband & wife 547/1000 55%

Other 49/1000 5%

Decision Making/Region


Husband 53/213 25%

Wife 23/213 11%

Husband & Wife 130/213 61%

Other 7/213 3%


Husband 174/714 24%

Wife 128/714 18%

Husband & Wife 371/714 52%

Other 41/714 6%


Husband 20/73 27%

Wife 6/73 8%

Both 46/73 63%

Other 1/73 1%

Decision Making/ Age group

Husband Number Percentage

18-25 8/247 3%

26-35 71/247 29%

36-45 70/247 28%

46-65 98/247 40%

Wife Number Percentage

18-25 4/157 3%

26-35 38/157 24%

36-45 33/157 21%

46-65 82/157 52%

Husband & Wife Number Percentage

18-25 25/547 5%

26-35 121/547 22%

36-45 164/547 30%

46-65 237/547 43%

Other Number Percentage

18-25 3/49 6%

26-35 9/49 18%

36-45 9/49 18%

46-65 28/49 57%


Decision Making/ Age group

Husband Number Percentage

Didn’t complete school 40/247 16%

High school 73/247 30%

Bachelor degree or diploma certificate 121/247 49%

Masters degree or higher 13/247 4%

Wife Number Percentage





Husband & Wife Number Percentage










Factors Affecting Decision Number Percentage

Technical Specifications 430/1000 43%

Brand Name 606/1000 61%

Promotions 155/1000 16%

Payment terms 119/1000 12%

Sales man 13/1000 1%

Aesthetic Characteristics 10/1000 1%

Other consumers’ recommendation 35/1000 4%

Price 69/1000 7%

Other 11/1000 1%

EE Home appliance Efficiency Number Percentage

Salesmen recommendations 140/1000 14%

Technical Specifications 455/1000 46%

EE Label 32/1000 3%

Friends & Family recommendations 668/1000 67%

Advertisement 11/1000 1%

Other 51/1000 5%


Annex (IV) Awareness of Home Appliances Energy Consumption

Most Consuming Appliance Number Percentage



Refrigerator 224/1000 22%

Freezer 49/1000 5%

Don’t know 201/1000 20%

Doesn’t know the most consuming appliance

% Compared to Age Group Number Percentage

18-25 8/40 20%

26-35 40/239 17%

36-45 60/276 22%

46-65 93/445 21%

% Compared to Region Number Percentage




Educational Level Number Percentage

Didn’t Complete School 49/153 32%


Bachelor Degree or Diploma Certificates 78/502 16%


Distribution according to Region Number Percentage





Annex (V) Familiarity with Energy Efficiency Appliances & Labelling

Familiarity with EE Home appliances

EE Home Appliance Number Percentage

Yes 194/1000 19%

No 806/1000 81%

Air Conditioning Number Percentage

Yes 150/194 77%

No 44/194 23%

Washing Machine Number Percentage

Yes 108/194 56%

No 86/194 44%

Refrigerator Number Percentage

Yes 81/194 42%

No 113/194 58%

Freezer Number Percentage

Yes 40/194 21%

No 154/194 79%

EE Awareness

% Compared to Gender Number Percentage

Female 103/595 17%

Male 91/405 22%

Distribution according to Gender Number Percentage

Female 103/194 53%

Male 91/194 47%





% Compared to Age Group Number Percentage

18 – 25 11/40 28%

26 – 35 60/239 25%

36 – 45 58/276 21%

46 – 65 65/445 15%

% Compared to Educational Level Number Percentage










Recognition of EE Home appliances Number Percentage

Awareness Campaigns 15/194 8%

Articles 13/194 7%


Salesmen 65/194 34%

Friends & Family 62/194 32%

Other 6/194 3%

Media Category/Age Distribution/Region

Awareness Campaigns

Gender Number Percentage

Female 9/15 60%

Male 6/15 40%


18-25 0/15 0%

26-35 5/15 33%

36-45 3/15 20%

46-65 7/15 47%

Region Number Percentage




Respondents who Have EE home appliance 2

EE AC 0 0%

EE Washing Machine 2 100%

EE Fridge 1 50%

EE Freezer 0 0%

Articles


Female 3/13 23%

Male 10/13 77%


18-25 1/13 8%

26-35 8/13 62%

36-45 2/13 15%

46-65 2/13 15%






EE AC 1 100%


EE Fridge 1 100%

EE Freezer 0 0%

Commercial Advertisements




Female 33/78 42%

Male 45/78 58%


18-25 5/78 6%

26-35 32/78 41%

36-45 24/78 31%

46-65 17/78 22%






EE AC 6 67%


EE Fridge 1 11%

EE Freezer 0 0%

Sales


Female 43/65 66%

Male 22/65 34%


18-25 2/65 3%

26-35 14/65 22%

36-45 27/65 42%

46-65 22/65 34%






EE AC 16 59%


EE Fridge 8 30%

EE Freezer 2 7%

Friends & Relatives


Female 31/62 50%

Male 31/62 50%


18-25 2/62 3%

26-35 22/62 35%

36-45 11/62 18%

46-65 27/62 44%








EE AC 5 38%


EE Fridge 5 38%

EE Freezer 1 8%

Recognition of EE Labeling Number Percentage

Yes 42/194 22%

I don’t know 25/194 13%

No 127/194 65%

Source of recognition Number Percentage

EE Home appliance 32/42 76%

Awareness Campaigns 2/42 5%

News and Articles 2/42 5%


Friends & Family 1/42 2%

Other 3/42 7%

Energy Labelling


Female 20/42 48% 20/595 3%

Male 22/42 52% 22/405 5%

Age Group Distribution according to Age Group % Compared to Age Group

18-25 3/42 7% 3/40 8%

26-35 13/42 31% 13/239 5%

36-45 13/42 31% 13/276 5%

46-65 13/42 31% 13/445 3%


Northern Region 1/42 2% 3/213 1%

Middle Region 41/42 98% 41/714 6%


Familiarity of Friends & Family with EE home appliances

Number Percentage

Owns EE home appliance 58/194 30%

Doesn’t own EE home appliance 42/194 22%

Don’t know 94/194 48%

Level of Satisfaction Number Percentage

Completely Satisfied 28/58 48%

Satisfied 21/58 36%

Unsatisfied 1/58 2%


Familiarity of Friends & Family with EE home appliances

Number Percentage

Completely unsatisfied 1/58 2%

Don’t know 7/58 12%

EE home appliances ownership

EE Home appliance ownership Number Percentage

Yes 41/194 21%

No 153/194 79%

EE Home Appliances Number Percentage

Air Condition 25/41 61%



Freezer 3/41 7%

Other 0/41 0%

EE appliances owners to similar appliances owners

EE Home appliance Number Percentage

AC 25/482 5%

Fridge 21/1000 2%


Freezer 3/340 0.9%

Own EE home appliances/Age Group/Decision Making/Household Income/Region/Educational Level



18-25 3/41 7% 3/40 8%

26-35 8/41 20% 8/239 3%

36-45 13/41 32% 13/276 5%

46-65 17/41 41% 17/445 4%

Household Income Distribution according to Household Income

% Compared to Household Income

Less than 500 8/41 20% 8/379 2%

500-1000 14/41 34% 14/382 4%

More than 1000 15/41 37% 15/186 8%


Decision Making Distribution according to Decision Making

% Compared to Decision Making

Husband 12/41 29% 12/247 5%

Wife 11/41 27% 11/157 7%

Husband & Wife 18/41 44% 18/547 3%

Children 0/41 0% 0/49 0%

Region Distribution according to Region

% Compared to Region


Own EE home appliances/Age Group/Decision Making/Household Income/Region/Educational Level

Northern Region 1/41 2% 1/213 0.4%

Middle Region 40/41 98% 40/714 6%


Educational Level Distribution according to Educational Level

% Compared to Education Level

Didn’t Complete School 5/41 12% 5/153 3%

High School Graduate 12/41 29% 12/307 4%

Bachelor Degree or Diploma Certificates

23/41 56% 23/502 5%

Masters Degree or Higher

1/41 2% 1/38 3%

Reasons to buy EE home appliances Number Percentage

Electricity Price Rates 36/41 88%

Increase Usage Trends 9/41 22%

Environmental Issues 9/41 22%

Other 3/41 7%

Changes after EE home appliances ownership

Decrease in Electricity Bills Number Percentage

Yes 21/41 51%

No 20/41 49%

Increase in usage trends Number Percentage

Yes 14/41 35%

No 27/41 65%

No change Number Percentage

Yes 6/41 15%

No 35/41 85%

First time to use the home appliance Number Percentage

Yes 9/41 22%

No 32/41 78%


1/41 2%


Annex (VI) Willingness to buy Energy Efficiency Appliances

Willingness to buy EE Home Appliance & Price Elasticity

EE Air Conditioning Number Percentage

Yes 481/1000 48%

No 519/1000 52%

Price Number Percentage

600-750 147/481 31%

750-900 48/481 10%

More than 900 33/481 7%

Below 600 253/481 52%

EE Refrigerator/ Freezer Number Percentage

Yes 427/1000 42%

No 573/1000 57%


450-600 170/427 40%

600-750 41/427 10%

More than 750 31/427 7%

Below 450 185/427 43%

EE Washing Machine Number Percentage

Yes 365/1000 36.5%

No 635/1000 63.5%


400-550 87/365 24%

550-700 43/365 12%

More than 700 27/365 7%

Below 400 208/365 57%

Not willing to buy 405/1000 41%

100%

25%

8% 3%

100%

55%

21% 12%

100%

35%

0%

20%

40%

60%

80%

100%

120%

less than 600 600-750 750-900 Above 900

Re

spo

nd

en

ts

Price (JD)

Willingness to pay for EE AC showing all Regions

Northern Region

Middle Region

Southern Region


Unwilling to buy EE home appliances

Gender Distribution according to Gender

% Compared to Gender

Female 237/405 59% 237/595 40%

Male 168/405 41% 168/405 41%



18-25 8/405 2% 8/40 20%

26-35 76/405 19% 76/239 32%

36-45 95/405 23% 95/276 34%

46-65 226/405 56% 226/445 51%

Location Distribution according to region

% Compared to region

Northern Region 91/405 22% 91/213 43%

Middle Region 289/405 71% 289/714 40%

100%

26% 14%

4%

100%

52%

23% 9%

100%

18%

0%

20%

40%

60%

80%

100%

120%

less than 400

400-550 550-700 Above 700

Re

spo

nd

en

ts

Price (JD)

Willingness to pay for EE Washing Machines showing all Regions

Northern Region

Middle Region

Southern Region

100%

49%

10% 2%

100%

62%

21% 10%

100%

28%

0%

20%

40%

60%

80%

100%

120%

less than 450

450-600 600-750 Above 750

Re

spo

nd

en

ts

Price (JD)

Willingness to pay for EE Fridges showing all Regions

Northern Region

Middle Region

Southern Region


Unwilling to buy EE home appliances


EE Awareness Distribution according to EE awareness

Percentage

Have EE awareness 45/405 11%

Doesn’t have EE awareness 360/405 89%

Factors affecting decision Distribution according to factors affecting decision

Percentage

Not convinced with EE technology

81/405 20%

Bad experience with similar home appliances

9/405 2%

Not trusting the market 71/405 18%

High prices 175/405 43%

Technology not available for favorite brand

26/405 6%

Other reasons 92/405 23%

Obstacles affecting willingness to buy EE home appliances

Number Percentage

Not convinced with EE Technology 116/1000 12%

Bad previous experience with similar home appliances

16/1000 2%

Not trusting products in the market 152/1000 15%

High Prices 473/1000 47%

The Technology is not available by the favorite brand

99/1000 10%

Other 234/1000 23%

Factors affecting willingness to pay (Price)

Region Distribution according to region

% Compared to the region

Northern Region 68/473 14% 68/213 32%

Middle Region 377/473 80% 377/714 53%


Household Income Distribution according to household income

% Compared to the household income

Less than 500 216/473 46% 216/379 57%

500-1000 160/473 34% 160/382 42%

More than 1000 68/473 14% 68/186 37%


Electricity Consumption Distribution according to electricity consumption

% Compared to the electricity consumption

Less than 25 173/473 37% 173/354 49%

26 – 50 200/473 42% 200/388 52%

51 – 75 50/473 11% 50/115 43%


Factors affecting willingness to pay (Price)

76 – 100 30/473 6% 30/74 41%

101 – 150 15/473 3% 15/38 39%

More than 150 5/473 1% 5/31 16%

Reasons to buy EE Home appliances Number Percentage

Electricity Price Rates 550/563 98%

Increase usage trends 61/563 11%

Environmental Issues 53/563 9%

Other 1/563 0.2%

Second Hand Market (willingness to buy) Number Percentage

Yes 146/1000 15%

No 854/1000 85%

Willing to buy used home appliances


18-25 7/146 5%

26-35 35/146 24%

36-45 33/146 23%

46-65 71/146 49%











Less than 500 80/146 55%

500-1000 50/146 34%

More than 1000 13/146 9%


Not willing to buy EE home appliances 73/146 50%






Annex (VII) Impact of Energy Saving Awareness Campaigns

Family awareness regarding Energy Savings Number Percentage

Very Aware 505/1000 50.5%

Somehow Aware 325/1000 32.5%

Unaware 170/1000 17%

Awareness Campaigns Number Percentage

Yes 553/1000 55%

No 447/1000 45%

Media Number Percentage

Newspapers 173/553 31%

Television 369/553 67%

Radio 47/553 8%

Internet 48/553 9%

SMS 13/553 2%

Street Ads 76/553 14%

Other 16/553 3%

Awareness Campaigns/Age Group /Region/Educational Level

Newspaper


18-25 3/173 2%

26-35 50/173 29%

36-45 64/173 37%

46-65 56/173 32%














TV


18-25 13/369 4%

26-35 99/369 27%

36-45 94/369 25%

46-65 163/369 44%
















Radio


18-25 1/47 2%

26-35 18/47 38%

36-45 16/47 34%

46-65 12/47 26%














Internet


18-25 2/48 4%

26-35 26/48 54%

36-45 10/48 21%

46-65 10/48 21%
















SMS


18-25 0/13 0%

26-35 7/13 54%

36-45 2/13 15%

46-65 4/13 31%














Street Ads


18-25 4/76 5%

26-35 39/76 51%

36-45 23/76 30%

46-65 10/76 13%














Awareness Campaigns Effect Number Percentage

Increase level of awareness 391/553 71%


Awareness Campaigns Effect Number Percentage

Willingness to buy an EE home appliance 90/553 16%

Spreading awareness to Friends & Family 85/553 15%

Has no effect 80/553 14%

Awareness campaigns weakness factors Number Percentage

Lack of interest 45/80 56%

Difficulties in sending messages 12/80 15%

Not trusting these campaigns 20/80 25%

Other 10/80 13%

High Electricity Consumption/Not willing to buy/Have EE/Awareness

Electricity Bills 50 JDs& more Number Percentage

Not willing to buy 110/318 35%

Have EE 14/318 4%

Behavioral Awareness Number Percentage

Very Aware 135/318 42%

Somehow Aware 95/318 30%

Not Aware 88/318 28%


Annex (VIII) Consumers’ behaviour in using Home Appliances

AC Usage & Behavior

Usage periods during peak Number Percentage

Rarely 162/482 34%

1-2 hours 102/482 21%

2-5 hours 126/482 26%


AC Temperature during Summer Number Percentage

16-18 50/482 10%

19-21 85/482 18%

22-24 315/482 65%

Other 32/482 7%

AC used in winter Number Percentage

Yes 139/482 29%

No 343/482 71%

AC Temperature during Winter Number Percentage

21-23 3/139 2%

24-26 18/139 13%

27-29 77/139 55%

Other 41/139 29%

Behavioral Attitudes when using AC Number Percentage

Observations of Electricity bills changes 194/482 40%

Usage periods reductions 175/482 36%

Adjust the AC temperature 140/482 29%

Filter cleaning 132/482 27%

Closing doors and windows 299/482 62%

Closing curtains 157/482 33%

Nothing 43/482 9%

Refrigerator/Freezer Usage & Behavior

Refrigerator Temperature Adjustment Number Percentage

According to season (winter/summer) 335/1000 33.5%

Medium 475/1000 47.5%

According to salesman instructions/ adjustment 190/1000 19%

Behavioral Attitudes when using Refrigerator/Freezer

Number Percentage

Reduce door openings 506/1000 51%

Filling the refrigerator/freezer properly 328/1000 33%

Put food in the refrigerator after it is cool 530/1000 53%

Adjust the refrigerator/freezer temperature 319/1000 32%

Monitoring the adequacy of the refrigerator’ rubber frame

193/1000 19%

Defreeze food in the refrigerator before using it 5/1000 0.5%

Nothing 79/1000 8%


Washing Machine Usage & Behavior Number Percentage

Reduce cycle number 173/1000 17%

Reduce number of washes 363/1000 36%

Adjust the water temperature 159/1000 16%

Operating washing machine only when it is fully loaded

656/1000 66%

Nothing 117/1000 12%


Annex (IX) Conclusions & Recommendations

Purchased Home Appliance in the last 5 years/ not aware of the EE Appliances/Willing to buy EE Appliances

Number Percentage

ACs 150/381 39%



Freezer 55/122 45%

Total 474/1136 42%

Decision Maker/Age group

Male Number Percentage

18-25 6/196 3%

26-35 34/196 17%

36-45 60/196 31%

Above 45 96/196 49%

Female Number Percentage

18-25 1/103 1%

26-35 15/103 14.5%

36-45 28/103 27%

Above 45 59/103 57%

Willingness to Pay/Income

AC

Less than 500 Number Percentage

Below 600 101/141 72%

600-750 27/141 19%

750-900 9/141 6%

Above 900 4/141 3%

500-1000 Number Percentage

Below 600 122/220 55%

600-750 80/220 36%

750-900 10/220 5%

Above 900 7/220 3%

More than 1000 Number Percentage

Below 600 17/103 17%

600-750 36/103 35%

750-900 28/103 27%

Above 900 22/103 21%

Refused to Answer Number Percentage

Below 600 12/17 71%

600-750 4/17 24%

750-900 1/17 6%

Above 900 0/17 0%

Fridge


Willingness to Pay/Income


Below 450 85/160 53%

450-600 59/160 37%

600-750 12/160 8%

Above 750 4/160 3%


Below 450 83/191 43%

450-600 83/191 43%

600-750 16/191 8%

Above 750 9/191 5%


Below 450 12/62 19%

450-600 20/62 32%

600-750 13/62 21%

Above 750 17/62 27%


Below 450 5/14 36%

450-600 8/14 57%

600-750 0/14 0%

Above 750 1/14 7%

Washing Machine


Below 400 96/133 72%

400-550 21/133 16%

550-700 12/133 9%

Above 700 4/133 3%


Below 400 94/160 59%

400-550 42/160 26%

550-700 17/160 11%

Above 700 7/160 4%


Below 400 14/64 22%

400-550 22/64 34%

550-700 13/64 20%

Above 700 15/64 23%


Below 400 4/8 50%

400-550 2/8 25%

550-700 1/8 12.5%

Above 700 1/8 12.5%


Electricity Bills/Region

< 25 JD Number Percentage




26-50 JD Number Percentage
















>150 JD Number Percentage




Distribution of Electricity Bills over the total sample

< 25 JD Number Percentage




















>150 JD Number Percentage


Electricity Bills/Region





Northern Region



Between 5 – 10 years 145/561 26%


Middle Region



Between 5 – 10 years 618/2087 30%


Southern Region



Between 5 – 10 years 69/192 36%


National Level



Between 5 – 10 years 832/2841 29%


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