ECOALIGN: Americans want green power to save them money

So found EcoAlign's fourth EcoPinion survey last month of 2,000 consumers.  The results mirrored broader population trends.  The report was released yesterday.

"When it comes to energy, consumers are much more cost-conscious," said EcoAlign COO Andrea Fabbri.  "Control, or lack of it, is a highly emotional value tied to a core American value -- the freedom of choice -- and should be leveraged in messaging."

Americans are looking to save money and 85% of them want discounts on products, beating out two-for-one deals that saw 77% support and coupons at 75%.

Discounts proved to be the most "likely to be used" incentives for going green, with 34% and rebates saw 22% approval.  Rewards programs were the only other option to crack double digits with 11%.

When asked what they would do with an extra $200, 52% of respondents said they would put it in the bank, beating the next highest option of buying efficient appliances by 43%.

Some 74% want their utility to give them coupons for energy efficient light bulbs, while buying all their power from renewables saw 68% approval and 67% want rebates for efficient appliances.

Any incentive from utilities should visible in both dollar terms and sustained over time, with 50% of consumers wanting a credit on their bill and 34% wanting a check in the mail.

Consumers would be much more satisfied with their power firm if more energy efficiency and/or pricing programs to save energy were offered.

Some 51% of respondents said they would be "very satisfied" and 38% said they would be "somewhat satisfied" with more efficiency programs.

Firms looking to capitalize on these trends should accompany the rollout of efficiency programs with marketing aimed at its technical, functional and emotional benefits, said the firm.