Factors influencing willingness-to-pay for the ENERGY STAR® label

► Results of a contingent choice experiment from an online survey of a national sample suggest that consumers are, on average, willing to pay an extra $249.82-$349.30 for a refrigerator awarded the ENERGY STAR label. ► Preferences for ENERGY STAR refrigerators are motivated by both private (energy cost savings) and public (environmental) benefits. ► Preferences for ENERGY STAR refrigerators decrease with age but are stronger among males than among females.