Turkey's electrical appliances are now more efficient

01 Jan 2011

Turkey’s large population and steady economic growth are important drivers of the electrical appliance market. Residential electricity consumption has reached almost 36 thousand gigawatts per hour in 2007, an amount equal to over 20 metric tons of CO2. Given the rising trend in energy consumption and greenhouse gas emissions in the country, the “Market Transformation of Energy Efficient Appliances in Turkey Project” emerges as one of the major efforts in reducing household energy consumption and fighting climate change.

New Horizons - Launched in December 2010, the project is implemented by the General Directorate of Electrical Power Survey and Development Administration (EIE) under the Ministry of Energy and Natural Resources and the United Nations Development Programme (UNDP) in partnership with the Ministry of Industry and Trade, the Turkish White Goods Manufacturer’s Association (TÜRKBESD) and Arçelik A.Ş. Project Manager Necmettin Tokur explained the project objectives in detail in an interview with New Horizons. New Horizons (NH): Why is there a need for this project in Turkey? Necmettin Tokur (NT): Considering the consistent increase in Turkey’s net energy consumption figures and particularly the fact that nearly electrical household appliances consume 30 percent of total energy in buildings, achieving a fast market transformation towards more energy efficient appliances will provide a valuable contribution to the efforts to reduce energy consumption. Compared to a “business as usual” scenario, this will directly reduce total GHG emissions in Turkey. By increasing energy efficient appliances sales and accelerating the phase-out of old and less energy efficient appliances, the overall project aims to achieve energy savings and corresponding reduction in greenhouse gas (GHG) emissions through market transformation. The project thus fully matches the foregoing concerns and serves Turkey in her efforts to ensure energy efficiency. NH: As consumers of appliances, we see that there is already a labeling system in place. Is this project a part of the already established system? What will you do differently? NT: Well, regarding the concept of energy labeling system, yes the project will be part of the existing system “partially”. However, the project also aims to accelerate transposition by Turkish governmental institutions of new European regulations on eco-design and energy labeling which imposes higher (or stricter) energy efficiency standards in energy usage and energy related products (shift from class A towards A+, A++ and A+++). This entails suiting the capacity building needs of project partners (i.e. the Ministry of Industry and Trade) in order to accelerate market transformation through legal enforcement. Another fact to keep in mind is that the purchase price of the product, in this case the appliance, is the most important driver for the consumers while the concept of energy labeling system still remains a tool for the consumer to be informed on the energy performance of the products. Even though the labeling system proposes a shift towards more energy efficient products, and raises consumer awareness, enforcement mechanisms, financial support mechanisms and the enforcement capacity of countries are still important in moving towards energy efficiency. Therefore, the project will try to change consumer attitudes towards energy efficient products through creative awareness raising activities and developing financial support mechanisms including carbon financing. NH: What are the project objectives and how will they be achieved? NT: As briefly mentioned before, the four main objectives of the project are as follows:

  • Enhancing institutional capacities in Turkey to develop and implement effective appliance energy efficiency policies.

This will be achieved by establishing a partnership between supply side institutions (i.e. Ministry of Energy and Natural Resources) and demand side institutions (i.e. Ministry of Industry and Trade); reviewing existing energy efficient appliances policies, gaps in institutional organizations and new European regulations affecting energy efficiency of appliances, and developing recommendations on removing these gaps and changes in existing policies to effectively implement new regulations; establishing a well-structured market monitoring system for the purpose of monitoring energy consumption figures (for EIE) and for market surveillance purposes (for MoIT); training the public authorities to develop and implement energy efficiency regulation.

  • Establishing a well-structured enforcement and verification system by consolidating the existing compliance checking and enforcement scheme as well as the procedures for testing of products to include energy efficiency regulations.

This will be achieved by testing the proposed compliance checking and enforcement programme for targeted products and training of market surveillance and testing personnel to implement the proposed program.

  • Raising awareness of consumers and members of the supply chain to develop and implement specific promotional activities to enhance sale of energy efficient appliances.

This will be achieved by conducting consumer survey to determine key drivers of consumers; designing and implementing specific marketing campaigns based on the results of these surveys both to increase sale of energy efficient appliances and to accelerate phase-out of old and inefficient appliances; designing and implementing a website to support consumers’ choice towards energy efficient appliances; and training sales staff on marketing techniques and methods to increase sales of energy efficient appliances.

  • Ensuring post-project sustainability of project outcomes through learning, adaptive feedback and evaluation.

This is perhaps the most important outcome of the project, because since the project will be implemented during a 4 year period, it is particularly important to ensure the sustainability and permanency of project outcomes. This will be achieved by making the project recommendations towards capacity building part of enforcement organization and activities of governmental institutions; increasingly including the energy efficiency aspects in the curricula of educational institutions and implementing research studies in universities; and elaborating financial support mechanisms to accelerate proposed market transformation. NH: What role is UNDP playing in the implementation of the project? What are the roles of both public and private sector partners? NT: UNDP will ensure effective management of the project and oversight of the project budget through the Project Management Unit. As the executing agency EIE will coordinate project implementation, facilitate contacts and consultations with different project stakeholders and provide and leverage governmental co-financing. The Ministry of Industry and Trade will transpose and implement appliance specific regulations (i.e. EU regulations) and implement market surveillance of products under energy labeling and ecodesign regulations. TÜRKBESD will participate awareness raising and training activities under the project and provide market data. Arçelik A.Ş. will assign senior staff to support project activities and make contributions to public awareness raising, training activities and promotional campaigns.