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Evaluation of the EU Energy Label for Appliances [Evaluation Energieetikette für Hausgeräte]

versione breve From Lancaster’s point of view, consumers view goods as a bundle of different product characteristics: search, experience and credence attributes. There often is information asymmetry with regard to these attributes, i.e. information is unevenly distributed between buyers and sellers. Depending on the kinds of different product characteristics and the transaction frequency of relevant products, information asymmetry can be overcome in different ways. Signalling by firms or third-party labelling institutions, and screening by consumers are two ways of addressing the issue of information asymmetry. This study focuses on intangible product characteristics which especially depend on appropriate product information (signals like brands, labels). Brands and labels fulfil two main functions for consumers: they inform consumers about intangible product characteristics (information function, e.g. quality) and provide a value in itself (value function, e.g. prestige).
Within this project on behalf of the Swiss Federal Energy Agency (Bundesamt für Energie), we are conducting an empirical survey involving a total of 600 choice-based conjoint interviews conducted in Switzerland in Spring 2004. Choice-based conjoint analysis (related to Conjoint analysis) is a widely used methodology in market research and reveals the relative importance of various product attributes in customers’ purchasing decisions in a very realistic setting. Our survey covers three different product categories, namely light bulbs, washing machines, and cars. The European energy efficiency label is used for all these products, and our study investigates the relative importance of this eco-label compared to other product features (like brand name) in consumers’ purchasing decisions. The results include a discussion of differences between the three product categories as well as between different consumer segments. Conclusions for sustainability-oriented marketing and policy strategies have been drawn.
   
parole chiave Information asymmetry, consumer behaviour, eco-labelling, conjoint analysis, discrete choice
   
homepage http://www.iwoe.unisg.ch/org/iwo/web.nsf/18d08957e7711e48...
partner Infras, Zürich
tipo progetto di ricerca applicata
status completato
inizio progetto 2003
fine progetto 2005
comittente Bundesamt für Energie [Swiss Federal Office of Energy]
informations additionelles rolf.wuestenhagen@unisg.ch
argomenti Betriebswirtschaftslehre, Öko-Labelling, Energie, Nachhaltigkeit
metodi Conjoint Analyse, Discrete Choice, empirische Sozialforschung, Marktforschung
contatto Rolf Wüstenhagen