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HomeStudy on the effects on consumer behaviour of online sustainability information displays
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The main purpose of the study was to investigate how the provision of online information on energy efficiency of household products can be improved to promote energy efficient product choices. Due to key differences between online and offline retailing, the current legislation on offline energy labelling may not be optimal for online settings. Two differences are particularly relevant for this study. - First, in online settings, consumers typically face large assortments and can easily switch between stores against limited time costs. Even more so than in offline environments, consumers are motivated to avoid information overload and simplify choice by using a two-step decision-making process. Most European web stores that sell household products facilitate this two-step process by enabling consumers to first to select a limited number of products for the full assortment that they would like to receive more information on and compare in detail (“consideration set formation”) and then to make a choice from this limited set of products (“final choice”). - Second, in contrast to offline retailing environments, information space is very limited online. Online retailers have to cope with limited screen space and provide information in a smart and efficient manner. This issue of limited screen space becomes even more important as consumers begin to use devices with even smaller screens (tables, smartphones) to make online purchases. Based on these key differences between online and offline retailing, this research specifically investigated (1) how the current (full) energy label could be simplified/reduced to be more suitable in settings with limited information space without sacrificing effectiveness, and (2) when the energy efficiency information should be first provided: during consideration set formation or during final choice.
- Offentliggjort:
- Forfatter(e): Directorate-General for the Information Society and Media (Europa-Kommissionen) , GFK , Tilburg University , ECORYS
- Emner: Informationspolitik , Energipolitik
- Emne: elektronisk handel , energieffektivitet , energiforbrug , energipolitik , etikettering , forbrugeradfærd , forbrugermotivation , forbrugeroplysning , forbrugsvare , husholdningsapparat
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| ISSN | ISBN 978-92-79-38484-4 | DOI 10.2759/52063 | Katalognummer KK-02-14-676-EN-N |
- Released on EU publications website:
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