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Too much information? Which labelled product property influences customers' purchasing decisions most

  • The individual willingness to pay for sustainable products is significantly influenced by the climate crisis, but is also affected due to additional international crises as the still ongoing pandemic and the war in Ukraine. The better a product labelling is designed, the more likely consumers are to make a well-considered purchase decision at the point-of-sale, which in turn increases the product lifetime of the devices. The results of this study are based on two consumer surveys with a total of 590 participants. Consumers were asked to make a simulated purchase decision based on the upcoming EU Energy Label for smartphones. Each consumer was presented comparison labels showing different aspects concerning durability (meaning charging cycles, robustness and IP class), repairability, energy efficiency and product price. In addition, there was a question on energy consumption, which was displayed either in Wh/h or in battery endurance per charge in hours. The analysis of the surveyThe individual willingness to pay for sustainable products is significantly influenced by the climate crisis, but is also affected due to additional international crises as the still ongoing pandemic and the war in Ukraine. The better a product labelling is designed, the more likely consumers are to make a well-considered purchase decision at the point-of-sale, which in turn increases the product lifetime of the devices. The results of this study are based on two consumer surveys with a total of 590 participants. Consumers were asked to make a simulated purchase decision based on the upcoming EU Energy Label for smartphones. Each consumer was presented comparison labels showing different aspects concerning durability (meaning charging cycles, robustness and IP class), repairability, energy efficiency and product price. In addition, there was a question on energy consumption, which was displayed either in Wh/h or in battery endurance per charge in hours. The analysis of the survey shows a clear ranking of the preferred properties: 1. Durability as best option, Energy efficiency and Repairability as second and third choice. In all categories, a higher price was accepted in favor of a more environmentally friendly product design. When presenting the energy consumption in Wh/h, no reliable distinguishing between higher or lower values was observed. In contrast, higher values were clearly preferred when choosing between different battery runtimes. Recommendations will be developed for adjustments to the upcoming EU Energy Label for smartphones and other product labels in the future showing circular economy aspects, such as the durability, repairability, recycled content used during production, recyclability or the total footprint of the product.zeige mehrzeige weniger

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Metadaten
Autor*innen:J. Rückschloss, K. Schischke, Moritz-Caspar Schlegel, Z. Jonathan
Dokumenttyp:Beitrag zu einem Tagungsband
Veröffentlichungsform:Verlagsliteratur
Sprache:Englisch
Titel des übergeordneten Werkes (Englisch):Proceedings PLATE 2023 Conference
Jahr der Erstveröffentlichung:2023
Organisationseinheit der BAM:S Qualitätsinfrastruktur
S Qualitätsinfrastruktur / S.3 Ökodesign und Energieverbrauchskennzeichnung
Erste Seite:1
Letzte Seite:7
DDC-Klassifikation:Technik, Medizin, angewandte Wissenschaften / Ingenieurwissenschaften / Sanitär- und Kommunaltechnik; Umwelttechnik
Freie Schlagwörter:Circular Economy; EU Energy Labelling; Electronics; Policy making; Smartphone
Themenfelder/Aktivitätsfelder der BAM:Umwelt
Umwelt / Umwelt-Material-Interaktionen
Veranstaltung:PLATE Product Lifetime and the Environment Conference 2023
Veranstaltungsort:Espoo, Finland
Beginndatum der Veranstaltung:31.05.2023
Enddatum der Veranstaltung:02.06.2023
Verfügbarkeit des Dokuments:Datei im Netzwerk der BAM verfügbar ("Closed Access")
Datum der Freischaltung:07.06.2023
Referierte Publikation:Nein
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