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Table 2.3

FAMILIARITY WITH WATER-RELATED ORGANIZATIONS

Rate your level of familiarity with the following organizations or entities.

(1 = Not at all familiar, 2 = Know the name only, 3 = Know about some of its activities but have no personal experience with this group, 4 = Have had some personal experience with this group, 5 = Very familiar, have extensive personal experience with this group)

Nonresidential Survey Respondents

Residential Survey Respondents

                                                            Mean   Top 2 (score = 4 or 5)

                                                            Nonresidential              Residential

UL (Underwriters Laboratories)            3.91     69%     3.59     53%

USGBC (U.S. Green Building Council) 3.73     64%     2.85     28%

ASHRAE (American Society of Heating, Refrigerating, and Air Conditioning Engineers) 3.38    43%     2.71     27%

NAHB (National Association of Home Builders)           3.18     39%     4.09     76%

GBI (Green Building Initiative) 2.72     22%     2.79     25%

ASPE (American Society of Plumbing Engineers)          2.43     16%     2.05     11%

WaterSense (U.S. EPA)           2.08     14%     1.98     14%

AWWA (American Water Works Association) 1.99     10%     1.66     4%

PCA (Plumbing Contractors of America)          1.92     8%       1.82     7%

GGHC (Green Guide for Health Care) 1.80     9%       -           -

IAPMO (International Association of Plumbing and Mechanical Officials)          1.64     6%       1.49     4%

AWE (Alliance for Water Efficiency)     1.57     3%       1.44     1%

Irrigation Association, The        1.39     3%       1.37     3%

GreenPlumbers USA    1.27     1%       1.28     2%

Base: 710-711

Source: BD+C/Professional Builder 2009 White Paper Survey

Caption:

UL’s strong brand name, already well known among consumers, likely contributed to its high degree of familiarity (mean: 3.91) among respondents to the Nonresidential Survey, but the U.S. Green Building Council mark also exhibited fairly high recognition among respondents (mean: 3.73). ASHRAE (mean: 3.38) and the NAHB (mean: 3.18) scored relatively high among this group, whereas organizations or programs with a mean score of less than 3.00 were less familiar to respondents.

            In the Residential Survey (base: 169), more than three-fourths of respondents said they were familiar with the NAHB (Top 2 score = 76%), with only 2% checking “not at all familiar.” This was followed by Underwriters Laboratories (Top 2 = 53%), USGBC (Top 2 = 29%), ASHRAE (Top 2 = 27%), Green Building Initiative (Top 2 = 25%). Only 14% of Residential Survey respondents picked the EPA’s WaterSense in their Top 2, even though many said their firms used high-efficiency toilets and faucets with the WaterSense label (see Table 1.5).