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ABSTRACT
This article reports country differences in the consumer’s most considered characteristics when choosing electrical appliances, including but not restricted to the energy efficiency aspect. A survey was performed to store customers from 7 countries: the United Kingdom; Germany; Portugal; Greece; Poland; Spain; Italy. Results showed consistency between countries in the top three characteristics considered: cost; quality; and a balance between price and quality. Differences were found for reported environmental attitudes and behaviours, purchase motives, and store employees evaluation. The results may support national policies and store level energy efficiency interventions. Specifically, they can provide input for store employee’s training, in persuading customers towards the purchase of energy efficient appliances.
Funding
William James Center for Research, ISPA- Instituto Universitário is supported by the FCT Grant No. UID/PSI/04810/2013.
Notes
1. The EU Energy Label framework establishes the requirement to provide information on the consumption of energy, and of other essential information (e.g. noise produced by the appliance; water consumption; …), of household appliances at the point of sale, thereby allowing consumers to choose more energy-efficient appliances. The label includes a rating including a set of energy efficiency classes from A to G, with A being the most energy efficient, G the least efficient. More recently, more specific ratings have been given within each rank, by adding a + sign (e.g. A+++).The EU Energy label was first created by the Council Directive 92/75/EEC of 22 September 1992, being regulated by directives specifically concerning different household appliances, namely refrigerators, freezers and their combinations; electric ovens; air-conditioners; dishwashers; lamps; washer-dryers, tumble dryers and washing machines. The legal framework was recently recast: the Directive 92/75/EEC was repealed with effect from July 2011, being replaced by Directive 2010/30/EU of 19 May 2010. More information can be obtained here: http://www.energy.eu/focus/energy-label.php
2. This question was asked in a different way in the United Kingdom (income interval) and thus the results are presented in a different format.
3. This value was higher for Spain than for other countries, due to the presence of outlier results (e.g. 60000 Euros) which increased the mean income. For this reason, median values are also presented for each country.