In the United States, nearly 17% of greenhouse gas emissions come from residential energy use. Increases in energy efficiency for the residential sector can generate significant energy savings and emissions reductions. Consumer labels, such as the US Environmental Protection Agency's ENERGY STAR, promote conservation by providing consumers with information on energy usage for household appliances. This study examines how the ENERGY STAR label affects consumer preferences for refrigerators. The results of an online survey of a national sample of adults suggest that consumers are, on average, willing to pay an extra $249.82-$349.30 for a refrigerator that has been awarded the ENERGY STAR label. Furthermore, the results provide evidence that respondent willingness-to-pay was motivated by both private (energy cost savings) and public (environmental) benefits. (C) 2010 Elsevier Ltd. All rights reserved.