Assessing the impact of energy labels on attitude and behavioral intention: An empirical investigation

Abstract

For two decades, the metric of the energy label stayed almost the same. European Union aims to develop more informed purchase of electrical and electronic devices. Recently significant changes have been made on energy labels. First the appearance of new classes in 2003, then pictograms in 2010 and lately a reclassification from A to G in 2021. This new format and framing of the label can lead to changes consumers perceptions and behavior. However, the effects of these changes have been little studied. Our research aims to understand these effects on attitude and behavioral intention by focusing on the transition phase in 2021 during which a juxtaposition of the old and new labels was implemented. Based on the Theory of Planned Behavior, our study examines the effect of Energy Labels (EL) and newness on perceived social risk and perceived ecological value. Using data from an experiment on three types of products (refrigerator, TV and dryer) in four scenarios (absence of EL, presence of old EL, presence of new EL and presence of both) involving 994 French consumers, we tested our two hypotheses on direct effects by MANCOVAs and two hypotheses on indirect effects by mediation and serial mediation tests. The empirical findings first show the “double-edged” effect of the presence of labels by optimizing the ecological perception of the product, but also the perceived social risk. They further highlight the importance of the juxtaposition of the old and new labels in order to minimize the negative effects of the latter on the two above-mentioned variables and purchase intention for both hedonic and utilitarian products. Finally, the preponderant role of perceived ecological value is highlighted in the study of the mediated effects of the new label on purchase intention. Two theoretical implications are discussed: the “double-edged” effect of the EL on perceived social risk and perceived ecological value, and the relevance of the juxtaposition of the old and new labels. Managerial implications relate to the relevance of training retail sales staff to accompany the consumer in reading and understanding the EL and the role of national authorities in increasing its impact. We conclude with limitations and future research avenues.