Energy efficiency and appliance purchases in Europe: Consumer profiles and choice determinants

This study seeks to the following: (1) understand the factors/characteristics typically considered when purchasing electrical appliances, (2) analyse the differences between consumer profiles regarding these and (3) understand the factors driving the consideration of energy efficiency class by purchasers. Results indicate a preference for first considering cost, followed by quality and energy consumption considerations. These are correlated positively with the consideration of energy efficiency class in consumer choices. Also, regression analysis shows environmental attitudes to be negative predictors of energy efficiency class consideration, while specific environmental behaviours were positive predictors. Finally, consumer profiles were identified based on gender, age and whether or not the purchaser was accompanied when decisions were made. Implications for retail employee training and the development of persuasive messages for consumers based on established profiles are discussed.

► We assessed factors typically considered by consumers in electrical appliances choice.
► Characteristics identified as most important for choice were as follows: cost, quality and energy consumption.
► These correlated positively with the consideration of energy efficiency class.
► Differences between consumer profiles regarding the characteristics consideration were identified.
► Differences imply persuasive messages adaption to these, to increase energy class consideration.