Market Transformation Strategy for Windows and Doors in British Columbia

摘要

Market transformation is an approach used to achieve a permanent adoption of energyrnefficient products by removing market barriers. The window and door market in BritishrnColumbia achieved transformation over a five year period through implementation of tenrngovernment, utility and industry measures that were mostly based on the ENERGY STAR?rnprogram. During the course of the market transformation strategy (2006-2009), the ENERGYrnSTAR window market share increased from approximately 30% to 60%. A regulation under thernEnergy Efficiency Act will support universal market share of similar standards by 2011.rnA manufacturer survey with 17 respondents was the basis for a preliminary policyrnevaluation of the ten measures. The results indicated that the ENERGY STAR program was thernmost impactful measure for motivating manufacturers, followed by the Energy Efficiency Actrnregulations and the provincial sales tax (PST) exemption. The ENERGY STAR brand is ideallyrnsuited to increasing customer awareness on energy efficiency due to its universality andrnsimplicity. The program achieves manufacturer buy-in by providing third-party branding, accessrnto rebates and incentives and an opportunity for differentiation in a competitive market.rnOther survey questions and conclusions were related to the specific heat transferrncoefficients (U-values) of product lines, readiness to meet the regulations and the impact of thernregulations on manufacturing and certification costs, product warranties, staffing levels andrnmanufacturing locations. The results indicated a high level of readiness among manufacturers tornmeet regulated levels, although it may have a disproportionate financial impact on smallerrnbusinesses due to relatively high, ongoing costs of certification.