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UID:pretalx-2024-B9B8F3@conferences.acspri.org.au
DTSTART;TZID=AEST:20241129T094500
DTEND;TZID=AEST:20241129T100000
DESCRIPTION:Increasing cost-of-living and energy prices are nudging Austral
 ians towards products that save energy and are cost-effective. In addition
 \, climate change\, sustainability and the impact of consumerism is also t
 op of mind for many Australians\, elevating the importance of environmenta
 l and social responsibility motivations and the circular economy when purc
 hasing across various sectors. \n\nGiven these motivators of cost\, and en
 vironmental consciousness\, in crowded marketplaces\, businesses are lever
 aging the use of energy efficiency and environmentally-adjacent terms to m
 arket their products\, some of which can be considered "greenwashing". \n\
 nCommon terms used in marketing materials include “efficient”\, “clean
 ”\, “green” and “sustainable”\, and there are growing concerns that m
 any ads using green terms are vague\, unhelpful and unclear. These words g
 ive companies a “green halo” without helping customers to genuinely comp
 are their options. \n\nCPRC is part way through a multi-stage research stu
 dy\, funded by a grant provided by Energy Consumers Australia. The study s
 eeks to investigate and audit the information present at the point of sale
  of large\, energy-intensive home appliances\, and provide an in-depth und
 erstanding of the consumer decision-making process when faced with a pleth
 ora of information and marketing at the point of display/purchase. We have
  appointed an experienced Reference Committee comprising consumer and ener
 gy policy representatives from consumer organisations and government\, inc
 luding CHOICE\, Justice and Equity Centre\, Care Financial Counselling\, a
 nd the Australian Energy Regulator. Our Reference Group is assisting with 
 content of the research as we progress through the stages.\n\nResearch sta
 ges include:\nA.	Mystery shopping and auditing consumer information in lar
 ge appliance retail environments (August 2024). We are assessing the infor
 mation and claims made about energy/environmental factors in online and of
 fline retail settings to determine what consumers are faced with at the po
 int of purchase. Appliance types were selected in collaboration with CHOIC
 E’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
 .\n\nB.	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 own
 ers will explore consumer responses\, attitudes\, perceptions\, expectatio
 ns and experiences of energy-related information – overall and used in th
 e context of large home appliances – with recent purchasers and purchase 
 intenders. Broader issues such as barriers to electrification and energy b
 ill stress will be explored also\, highlighting differences between home o
 wnership status and life stage. \n\nC.	Quantitative measurement of the imp
 act of various pieces of consumer information in large appliance purchase 
 decisions (early 2025). This stage will employ a discrete choice experimen
 t which draws upon all information collected in the first two stages. We w
 ill be surveying n=1\,500 Australians in the market for a large appliance\
 , in a discrete choice experiment to derive the hierarchy of decision-maki
 ng factors and information usage when consumers purchase large home applia
 nces.  \n\nAt the end of this study\, we will understand if consumers have
  the information they need to assess the energy efficiency and environment
 al impact of home appliances\, and what may need to change in the regulato
 ry environment to ensure consumers can be confident and supported to make 
 energy-efficient purchase decisions on large\, energy-intensive home appli
 ances.
DTSTAMP:20260716T081650Z
LOCATION:Holme Room
SUMMARY:Home appliance purchases and energy conscious decision making: a mu
 lti-stage mixed methodology study - Marianne Campbell
URL:https://conferences.acspri.org.au/2024/talk/B9B8F3/
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