The influence of new and old energy labels on consumer judgements and decisions about household appliances

Energy efficiency is an increasingly important dimension of household appliances, which is why they are labeled to indicate their energy consumption. In 2020, the European Union countries changed the labeling system from the previous system: ranging from A+++ to D, to the new system: ranging from A to G, assuming it would be more transparent for the consumer. The aim of the study was to find out the extent to which consumers are aware of the new labeling system, and the impact that the new labels have (compared to the previous ones) on the perception of household appliances and consumer decision-making. For this purpose, the survey was conducted on a nationwide representative Polish sample (n = 1054). The research was partly experimental, where the same appliances were presented with new and previous energy labels. The results showed that currently most people do not identify the new energy classes. Furthermore, products with the new labels are perceived as being less energy efficient in comparison with products with the previous labels, which shows that there is some confusion among consumers in terms of the new energy efficiency labeling system.