Analysis Of Consumers' Perception,attitude And Behavior Towards Household Appliances Energy Efficiency Labeling In China

With the sustained and steady growth of economy,especially the real economy,the situation of electricity consumption in China's whole society shows a steady growth trend.The electricity consumption of urban and rural residents with the improvement of living standard also maintained a high growth rate,which accounted for more and more in the total electricity consumption of the society.This has created a certain pressure on the supply of electricity in the whole society,and creates more carbon emissions.The government has greatly improved the power saving consciousness of the whole society while improving the power generation and ensuring the power supply.Energy efficiency labeling as a powerful tool to guide consumers' green appliances purchase behavior,to study its effect on consumer appliance purchase decision can help us more clearly understand the policy effect of energy efficiency labeling system.In this paper,household refrigerators and washing machines are chosen as the research object,and we design the questionnaire and scales related to perception,attitude and choice behavior towards energy efficiency labeling in the home appliance product purchase process with the theory of discrete choice experiment.And through face-to-face interviews and online questionnaires were returned 398 questionnaires.For the results of the survey,firstly we used multinomial logit model to analyze the impact of attributes of price,brand,energy efficiency rating,power consumption and volume(washing capacity)on consumers' purchasing decisions.Then we use the latent class model to study the individual heterogeneity of consumer choice behavior.We also calculate consumer willingness to pay for energy efficiency attributes on the basis of potential class analysis.We conclude that,(1)Consumers' recognition of energy efficiency labeling information is still relatively lacking,and the role of appliance energy efficiency labeling policy has great room for improvement;(2)Price,power consumption and energy efficiency adversely affect consumers' decision to purchase household appliances.Foreign brands and volume(washing capacity)will positively affect consumer purchase decisions.(3)Consumers' perception of energy efficiency labeling may not be transformed into purchase decisions,and consumers may abandon the choice of energy efficiency due to their relative importance to other attributes.(4)In the process of perception,attitude and behavior towards energy efficiency labeling of the consumer,there exist differences between groups,which affected by age,income and the educational level,the gender difference is not revealed in the course of behavior.(5)Consumers have strong willingness to pay for household appliances energy efficiency rating attribute,and the willingness to pay of the two appliances are 766.96 yuan per class and 433.79 yuan per class.And the willingness to pay show obvious heterogeneity among different kinds of people.On the basis of the conclusions,we give some suggestions.On the basis of the conclusions,we give some suggestions.First,increase the publicity of energy efficiency labeling knowledge;second,the government and enterprises to develop incentives;third,Encourage manufacturers to subdivide the home appliance market,and make relevant marketing strategies accordingly.