Loads of green washing-can behavioural economics increase willingness-to-pay for efficient washing machines in the UK?

► 465 UK residents made a hypothetical washing machine purchase via an online survey. ► Respondents were exposed to either running cost or running emissions information. ► Running cost information increased willingness-to-pay (WTP) for efficiency. ► Lifetime running cost information increased WTP more than annual costs. ► Running emissions info increased WTP for efficiency, especially when loss framed.