Assessing
Consumer Behaviour on
Energy Efficient Products
in India
(CONBEE)
An Overview of the Project
Project Launch Meeting
New Delhi, April 12, 2011
1
Content
– Background and Need
– Objectives
– Activities
– Methodology
• Desk research
• Field research (survey)
– Output – Chapter plan
– Expected Outcomes
– Management
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Background and Need
(1)
• India would find it increasingly difficult to sustain its economic
growth by using non-renewable sources of energy at the
prevailing levels of energy efficiency
• India’s growth strategy, therefore, needs to integrate its energy
demand and supply
• Infrastructure for producing renewable energy is at a nascent
stage and it would take years to meet its increasing energy needs
through renewable sources
• Future energy security will crucially depend on:
• increasing exploration of renewable energy
• initiatives for enhancing energy efficiency at various levels
3
Background and Need
(2)
Integrating the need for energy efficiency with consumption habits
will require:
•
Understanding of current baseline about awareness and
use of energy efficient products
• Understanding of current energy demand and supply
• Understanding of demand and supply factors that
promote/hinder use of energy efficient products
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Objectives
Long term
To promote energy conservation in India through greater
use of energy efficient products
Immediate:

To assess and correctly characterise the present status of
consumer awareness , consumer perception and consumer
behaviour on energy efficient products.

To identify determinants and barriers that hamper the usage of
such products .

To provide a basis for designing a more-informed future strategy
to promote energy efficient products

To generate a benchmark against which future developments in
awarness and use of energy efficient products can be evaluated.
5
Activities
• Desk research
• Field research
• Meetings – Inception, Dissemination
• To be completed by December 2011
6
Methodology
• To present a better picture of the market for energy efficient
products both demand side and supply side factors will be
analysed.
• Two components:
• Desk research: focus on collecting and analysing the
literature and data on energy efficiency – awareness,
consumer behaviour and perception, economic and social
barriers, etc
• Field research (survey)
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Desk Research
(1)
To collate information from the relevant literature (books,
journals, newspapers, magazine articles and online sources) about
the following:
• Results of past studies on :
• Extent of consumer awareness about energy efficiency in
India
• Willingness of consumers to pay for energy efficient
products in various functional categories: lighting, air
conditioning and cooling, cooking, cleaning, etc
• How such awareness is influenced by gender, income,
geographical location, rural urban divide, etc
• Stock taking of the effectiveness of the Standards and
Labelling Programme (S&L) of the Bureau of Energy
Efficiency, Government of India
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Desk Research
(2)
Desk research will also look at:
• Legal and regulatory regime in India for the promotion of
energy efficiency
• Awareness of producers and traders about consumer
behaviour and perceptions in regard to mentioned areas
• Analysis of sociological, political and economic barriers
which restrict either awareness of the need for energy
conservation or the actual use of energy efficient products
• International good practices and what lessons that India
can draw
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Field Research
(1)
Demand side stakeholders
• 20,000 consumers spread across major states/UTs of India
Supply side stakeholders
• 500 traders
• 50 manufacturers
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Field Research
(2)
•
To cover all regions of the country
•
19 state capitals and 78 districts (rural and urban areas in each
of those districts)
•
3 union territories – Chandigarh, Delhi, Pondichery
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Field Research
(3)
Consumer survey (sample size 20,000)
• Share of state population in total population of selected
states/UTs (19 states and 3 UTs)
• Districts (in a state) arranged region-wise and plotted against
their composite development index
• Districts with middle most index value in each region have
been included – one district from each of the region selected.
• Share of districts in total sample size of a state is proportional
to their share in total population of selected districts
• All districts, except state capitals, will have rural-urban
components, with rural share being equal to share of rural
population in a state
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Field Research
(4)
Trader survey (sample size 500)
• Share of a state in aggregated electricity consumption of
selected states/UTs (19 states and 3 UTs)
• Districts identified for consumer survey has been retained for
trader survey
• Share of districts in total sample size of a state is proportional
to their share in total population of selected districts
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Field Research
(5)
Manufacturer survey (sample size 50)
• A nationwide inventory of manufacturers of energy efficient
electrical appliances
• Sampling based on total turnover, geographical location, etc
• Purposive sampling would be undertaken so that the sample of
50 manufacturers is not only geographically representative but
will also have a balanced representation of big and small
producers
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Output – Chapter Plan
Desk research along with the analyses of data to be collected from field
Research will be used to produce a report. It will have the following
chapters:
• Evolution of energy efficiency and its need in India
• A review of progress made in the promotion of energy efficient
products with special reference to India
• Stock taking of legal and regulatory regime in India (including
Standards and Labelling Programme of BEE)
• Analysis of survey results
• A model for making energy efficient products more useful and
acceptable to Indian consumers
• Conclusion and recommendations
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Expected Outcomes
•
•
•
•
•
•
•
•
•
A benchmark on the level of consumer awareness
Understanding of barriers to consumer awareness
Understanding of barriers to usage
Factors determining usage pattern
Consumers’ willingness to pay
Factors determining production
Future demand projection
Analysis of supply-side constraints
Understanding international good practices, and how
they can be replicated in India
• An implementable model for making energy efficient
products more useful and acceptable to Indian
consumers
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Project Management
Besides project director, research director and researchers, it will be
implemented with the support and guidance of the following:
• Project Advisory Committee (consisting of experts in the field
of energy efficiency and related issues)
• The PAC would provide inputs from the beginning of the project
in order to enrich its implementation, output and outcomes
• Project (survey) partner - Nielsen
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Thank You
for your attention
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