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The European Commission adopted an EU Energy Label for smartphones and tablets in June 2023. For the first time, the EU Energy Label will depict, among energy efficiency, also a reparability score, battery endurance, battery lifetime, drop resistance and dust and water ingress protection.
However, does the multitude of parameters bear the risk to confuse consumers instead of triggering environmentally sustainable purchase decisions? In a survey in Germany, consumers were asked to make a choice when the label does not clearly identify the environmentally better product. Instead, energy efficiency has to be valued against reparability, reliability against energy efficiency, and reparability against reliability. The sustainability lever of the different aspects is not the same, as e.g. lifetime extension has a much more positive environmental impact than energy efficiency in case of mobile devices. Therefore, the question remains, whether consumers intuitively make the right choice. Results of the survey indicate that consumers interpret the complex label in the desired manner and value those aspects higher, which indeed have a more positive effect on the environment.
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 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.