A consumer oriented digital label to improve energy labelling impact

Transcription

1 A consumer oriented digital label to improve energy labelling impact David Cattermole, Solstice Su-Min Choi, Fraunhofer ISI Elisabeth Dütschke, Fraunhofer ISI Johanna Kardel, vzbv Nicole Kearney, CLASP Margarita Puente, Escan Katie Searle, EST Uta Schneider, Fraunhofer ISI Mike Scholand, CLASP The sole responsibility for the content of this powerpoint lies with the authors. It does not necessarily reflect the opinion of the European Union. Neither the EACI nor the European Commission are responsible for any use that may be made of the information contained therein.

2 Agenda Introduction to PocketWatt Method of customer workshops Customer workshop evaluation

3 Introduction to PocketWatt PocketWatt... While European energy label is widely known and appreciated, studies show that consumers do not fully understand all of its information barrier to lower energy consumption...is aimed at providing additional quick and easy information at the point of sale for customers across Europe to make more energy efficient purchase decisions...allows to search for products, compare them, make individual lists and share them...is a website that can be accessed via a QR code and retailer websites... is a more innovative, interactive approach for the digital age

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5 Opening Search Scan Detailed Info

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7 Current status Up to now: Empirical study: Workshops with consumers for an earlier version of PocketWatt in Spain and Germany Pilot phase from May to July 2017 with several test shops in Spain and UK Currently: Evaluation of pilot phase (customer interviews, employee interviews, sales data) and preparation of report Upcoming: Retailer workshop 19 th of September in Brussels Roll out phase Spain, UK, Czech Republic, Italy and Germany

8 Customer workshops Feedback for further development Individuals who previously bought an appliance customers per group Evaluation of first ideas for digital tools and solutions Learn more about decision making processes and behaviour when choosing appliances Standardised agenda and concept Informing the project and beyond Recommendations for pilot Following social scientific standards to ensure quality

9 Structure and procedure of workshops Workshops were conducted in summer 2016 following an identical structure in Germany and Spain Germany: conducted by Fraunhofer ISI (10 participants) Spain: conducted by Escan (12 participants) Duration: hours Standardized script including guiding questions to cover relevant topics Recruitment of participants Individuals who have recently bought a labelled appliance Pre-questionnaire Socio-demographic data, appliances at home, awareness of energy label Group discussion Current energy label; last purchase; digi label Post-questionnaire Digi label

10 Sample Overall 22 participants Heterogeneous group regarding social demographics (gender, age, employment status, marital status and education) 80% recently bought an appliance 85% have a smartphone 23% have scanning app installed and regularly use it 95% decision maker on appliances in household 95% aware of energy label 63% regard it as very useful Big electronic markets dominate as typical point of sale Several details about the energy label are less clear

11 Evaluation of customer workshops Access via Smartphone (Germany, Spain ) Access from home Comparison list incl. saving, downloading and sharing function Indication of annual running costs and energy consumption Manual search for products incl. filter and ranking functions Feedback function for products and tool (not included) Proposal by tool for most efficient product (not included) Suggestion: additional information (size, weight, washing programs for washing machines,...) (included) Suggestion: Customize information on running cost to household sizes and/or usage patterns and manually add price (included) Suggestion: Access from store computer (needs to be checked for feasibility with retailers)

12 Usefulness and purchase intention Appreciation for immediate and up-to-date information For some, the tool was too difficult to use, preferred personal advice Suggested that its probably more for the younger generation More of an additional source of information than a single source Very useful Not at all useful Most people would use the tool at home before the actual purchase 13 out of 22 (60%) think they would use it Rather in shops than online (6 vs. 2) Rather by scanning the QR-code (14) or directly accessing the website (8) than via barcode (1)

13 Usefulness and purchase intention When I use PocketWatt I will use it at the retailers...when shopping online 2...at home before the actual purchase No influence on purchase pay more attention to energy aspects Depends on the appliance 9 Depends on other things

14 Conclusion Current energy label does not use the full potential of labelling Digital solutions as a potentially more powerful and up-to-date approach PocketWatt prototyping how this could work by... making use of customer feedback interacting with retailers currently evaluating impact based on pilot to improve the tool

15 @PocketWAtt The sole responsibility for the content of this powerpoint lies with the authors. It does not necessarily reflect the opinion of the European Union. Neither the EACI nor the European Commission are responsible for any use that may be made of the information contained therein.

16 References Cattermole, C., Dütschke, E., Kardel, J., Kearney, N., Puente, M., Searle, K., Schneider, U., Scholand, M.: A consumer oriented digital label to improve energy labelling impact, Fraunhofer ISI: Karlsruhe, Ecofys. Final technical report evaluation.evaluation of the Energy Labelling Directive and specific aspects of the Ecodesign Directive, June 2014, online: Gillingham, K., & Palmer, K.: Bridging the Energy Efficiency Gap. Insights for Policy from Economic Theory and Empirical Analysis. Resources for the Future. 2013, RFF DP 13-02, online: Dütschke, E., Schneider, U.: Scientific report on the consumer perspective of digital labels and solutions. D6.2 of the Digi-Label project, Fraunhofer ISI: Karlsruhe, European Commission: Energy labelling tools, 2017, online: