Effects of online sustainability information on consumer behaviour

Client: EC/Executive Agency for Health and Consumers (EAHC).

In 1995 and in the update of 2010, the European energy label was introduced for all white goods, home appliances and light bulbs sold within the EU. The objective of this label is to better inform consumers about the sustainability of their product of choice, thereby promoting the sales of more energy efficient appliances. The online shopping environment adheres to rules that are less strict than those for the offline environment. The number of online sales is growing, making potential energy savings by products sold through this channel more important.

Ecorys studies in cooperation with Tilburg University and market research institute GfK how the provision of online information on energy consumption can be improved to stimulate consumers to consider the sustainability of their purchases. We look into the spill-over effects of the information provision on the overall attitude of consumers toward sustainability. We also investigate how similar labels could lead to more sustainable consumer choices in other sectors such as the food sector.

Everyone shopping online will notice the consequences of our research by a change in the depicted labels and better informed choices. In this way, Ecorys and partners contribute to a reduction of CO2 emissions and a better environment in general.