The influence of eco‐labelling on consumer behaviour – results of a discrete choice analysis for washing machines
通过瑞士151位受访者的联合分析调查，研究了生态标签（如欧盟能源标签）在消费者购买洗衣机时相对于品牌等其他属性的重要性，为可持续营销和政策提供实证依据。
Abstract Eco‐labelling is an important tool to overcome market failure due to information asymmetries for environmental products. While previous research has discussed the importance of labelling, this paper provides empirical data on the influence of eco‐labels on consumer behaviour for household appliances. It reports on the results of a survey involving a total of 151 choice‐based conjoint interviews conducted in Switzerland in Spring 2004. Choice‐based conjoint analysis (also known as discrete choice) has been applied to reveal the relative importance of various product attributes for consumers. The EU energy label is used for the product category chosen in our survey, washing machines, and we investigate the relative importance of this eco‐label compared with other product features (such as brand name) in consumers' purchasing decisions. We draw conclusions for sustainability marketing and policy. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.