Friday 29th November 2024, 09:45–10:00 (Australia/Melbourne), Holme Room
Increasing cost-of-living and energy prices are nudging Australians towards products that save energy and are cost-effective. In addition, climate change, sustainability and the impact of consumerism is also top of mind for many Australians, elevating the importance of environmental and social responsibility motivations and the circular economy when purchasing across various sectors.
Given these motivators of cost, and environmental consciousness, in crowded marketplaces, businesses are leveraging the use of energy efficiency and environmentally-adjacent terms to market their products, some of which can be considered "greenwashing".
Common terms used in marketing materials include “efficient”, “clean”, “green” and “sustainable”, and there are growing concerns that many ads using green terms are vague, unhelpful and unclear. These words give companies a “green halo” without helping customers to genuinely compare their options.
CPRC is part way through a multi-stage research study, funded by a grant provided by Energy Consumers Australia. The study seeks to investigate and audit the information present at the point of sale of large, energy-intensive home appliances, and provide an in-depth understanding of the consumer decision-making process when faced with a plethora of information and marketing at the point of display/purchase. We have appointed an experienced Reference Committee comprising consumer and energy policy representatives from consumer organisations and government, including CHOICE, Justice and Equity Centre, Care Financial Counselling, and the Australian Energy Regulator. Our Reference Group is assisting with content of the research as we progress through the stages.
Research stages include:
A. Mystery shopping and auditing consumer information in large appliance retail environments (August 2024). We are assessing the information and claims made about energy/environmental factors in online and offline retail settings to determine what consumers are faced with at the point of purchase. Appliance types were selected in collaboration with CHOICE’s Product Category Manager (Household), and comprised six of the more energy-intensive home appliance types: fridge, washing machine, clothes dryer, electric oven, split system air-conditioner, and electric heater.
B. Qualitative exploration of consumer views on what information they value, need and are influenced by at the point of purchase (October 2024). A series of 8 focus groups across four states with renters and home owners will explore consumer responses, attitudes, perceptions, expectations and experiences of energy-related information – overall and used in the context of large home appliances – with recent purchasers and purchase intenders. Broader issues such as barriers to electrification and energy bill stress will be explored also, highlighting differences between home ownership status and life stage.
C. Quantitative measurement of the impact of various pieces of consumer information in large appliance purchase decisions (early 2025). This stage will employ a discrete choice experiment which draws upon all information collected in the first two stages. We will be surveying n=1,500 Australians in the market for a large appliance, in a discrete choice experiment to derive the hierarchy of decision-making factors and information usage when consumers purchase large home appliances.
At the end of this study, we will understand if consumers have the information they need to assess the energy efficiency and environmental impact of home appliances, and what may need to change in the regulatory environment to ensure consumers can be confident and supported to make energy-efficient purchase decisions on large, energy-intensive home appliances.
Marianne has worked in consumer and social sciences for close to two decades, having worked for the Cancer Council South Australia, Food Standards Australia New Zealand, and a leading national market research agency. Most recently, she ran a boutique social research and insights agency in Adelaide, working with government agencies, not-for-profit organisations, and businesses.
Marianne is an experienced quantitative and qualitative researcher, and is insistent in her ethical and rigorous approach used in the design and execution of any investigation or evaluation. She thoroughly enjoys undertaking research to understand consumer and stakeholder perspectives, guide effective communications, and ultimately shape policy and guide strategy.
As the Senior Research & Engagement Advisor at the CPRC, Marianne designs and undertakes comprehensive consumer research to inform and underpin policy recommendations that will protect and advocate for consumers.