Mandatory comparative labelling scheme
A label display programme for Retailers was established to stipulate that they provide information about the energy efficiency of products displayed in their shops. The new comparative rating system, the “Uniform Energy Saving Label” was established in 2006 and shows “the relative position of a given product in the market with respect to energy saving performance” (Market Transformation Good Practices Handbook 2009, p.26) by using a five-star mark. It targets five important types of appliances and building equipment: Electric refrigerators, TV sets, electric toilet seats, air conditioners, and lighting products. The scope of the label is to help retailers inform their customers about the energy consumption and energy costs of single products and to provide end-users with accurate and comparable information which influences their choices in favour of more efficient products (The Energy Conservation Center Japan 2009, p.2). The Uniform Energy Saving Level displays the multi-level evaluation rate relatively ranked for commercially available products, estimated annual electricity charges (or estimated fuel use) as well as the energy label that shows the energy efficiency of individual products.
The great advantage of the label is, on the one hand, the star rating, which eases product comparison and, on the other hand, the presentation of the expected annual electricity bill to inform investors and end-users about the life-cycle costs. It is stipulated that retailers use the “Uniform Energy-Saving Label” for the products exhibited at their shops. (Top Runner Program 2010, p.23). The next figure offers an overview of the concept.
Uniform Energy-Saving Label
Source: Top Runner Program 2010, p. 24
Note: The 154 % in the centre is the performance of this appliance relative to the energy efficiency target set for electric refrigerators, with a rate above 100% indicating that the product is more energy-efficient than the target value.
Voluntary endorsement labelling scheme
A supporting measure for the Japanese Top Runner Program is a voluntary labelling scheme, which aims to guide the consumer’s purchasing decision and to both show and create opportunities for monetary savings by switching to the energy efficient product. The “Energy Labelling Program” informs consumers about the electricity consumption of a product. It was introduced earlier than the “Uniform Energy Saving Label” in 2000 and targets all product categories in the Top Runner Program, but it is not mandatory that it be used. Both labels are used at the same time to enhance the effectiveness of energy efficiency.
The voluntary label consists of four different elements: “a symbol used to show the degree that energy saving standards had been achieved, the energy saving standard achievement rate, the energy consumption efficiency, and the target fiscal year” The label aims to promote the popularisation of highly efficient products that have achieved Top Runner Standard values through manufacturers’ efforts, providing consumers with information (Top Runner Program 2010, p.22). The label was launched in August 2000 and is coloured in orange for a product which does not achieve the target standards of energy efficiency, while the label is coloured green for a product that achieves over 100% of the target standard. The “achievement rate of energy efficiency standards” is given as a percentage indicating how the product’s energy efficiency relates to the target value, with a rate above 100% indicating that the product is more energy-efficient than the target value (Japan Energy Conservation Handbook 2010). For better understanding please have look at the next figure. Today the label is applied to 16 product groups.
For office equipment, in addition to the energy labelling programme Japan also uses the voluntary ENERGY STAR label for energy efficient products, which was first introduced in the United States in 1992. The Japanese government joined in 1995 and uses the same product criteria as the U.S. programme. METI is responsible for the implementation of the ENERGY STAR label.
Example of Energy Saving Label
Source: Top Runner Program 2010, p. 22
Provision of targeted information
The Energy Conservation Centre of Japan (ECCJ) has been established to promote energy efficiency in the commercial and residential sector. The ECCJ designated schools as energy conservation model schools and supports their energy-efficiency activities. Moreover, they provide up-to-date information to consumers with the aim of influencing the buying decision and to improve the energy efficiency of appliances (Kawaguchi NA).
Another campaign is the development of a database for green products and services (http://gpn.jp/econet). This database contains over 15,000 products in 17 categories and provides information on environmental performance of products from different manufacturers. This information is updated four times a year (Kataoka 2012). METI also developed a database with high-performance energy efficient appliances. Since 2000, METI has published a catalogue, which categorises an appliance by size and performance. The catalogue is updated twice a year (IEA 2012).
METI also established the “Energy Efficient Household Appliance Promotion Forum” with the aim of promoting the widespread use of energy-efficient appliances. The forum collaborates with parties, retailers and consumer groups. Some activities include; the provision of information and an energy saving diagnosis tool (IEA 2012).
Following the great earthquake in March 2011, the Japanese government painstakingly provided information to households and individuals and promoted energy savings through education. Although the main objective was to reduce summertime electricity demand peaks, it achieved also large energy savings.
Feedback and other measures targeting user behaviour
The Energy Conservation Centre of Japan (ECCJ) has promoted the development of a energy conservation monitoring device, named “Energy Conservation Navi”. “In the start-up phase 5,700 households have been provided with this electricity fee indication system” (Kawaguchi NA). The system shows the volume of energy used and the electricity cost for every minute. The aim of the Navi is to make energy consumption visible and comparable. The Navi can also monitor gas and water consumptions (Kawaguchi NA).
In addition, the Energy Conservation Center Japan (EECJ) has kicked off a programme called “Smart Life” which should represent a new lifestyle where one does not use energy unnecessarily and which also allows a healthy daily life. The programme is not designed to force people to live that way, it encourages them to live that way by fully understanding energy conservation. The EECJ tries to promote the energy saving lifestyle nationwide in the residential and commercial sector by organising PR campaigns or educating the public. Thereby, the EECJ aims to promote energy efficient appliances through the labelling system and tries to give an input on how a life style change can be achieved (EECJ 2012).