Comparing the Recommendations of Buyers of Energy-Efficient and Inefficient Vacuum Cleaners

Mirjam Visser, Ab Stevels and Jan Schoormans
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Mirjam Visser: Department of Design, Organisation and Strategy, Faculty of Industrial Design Engineering, Delft University of Technology, 2628 CE Delft, The Netherlands
Ab Stevels: Department of Sustainable Design Engineering, Faculty of Industrial Design Engineering, Delft University of Technology, 2628 CE Delft, The Netherlands
Jan Schoormans: Department of Design, Organisation and Strategy, Faculty of Industrial Design Engineering, Delft University of Technology, 2628 CE Delft, The Netherlands

Sustainability, 2021, vol. 13, issue 23, 1-14

Abstract: Although environmental awareness is increasing every year, and most people say they prefer to buy more sustainable products, many still do not act on their promise at the cash counter. Sustainable products are often still perceived to have lower quality or reduced performance. Recommendations of sustainable buyers might reduce this perceived risk of sustainability. In this research, the Net-Promotor-Scores (NPS) and the underlying reasons for such recommendations of 888 vacuum cleaner buyers were analyzed. The buyers of energy-efficient vacuum cleaners were found to be significantly less positive about their purchase. A difference in scores is, however, not caused by the difference in the energy efficiency of the products, but by differences in other drivers to recommend a product, such as perceived cleaning performance, ease of use and value for money. Additionally, higher suction power and increased weight positively mediated NPS ratings, irrespective of energy efficiency. Focusing design and communication on these aspects rather than on energy efficiency alone can be used to reduce the perceived green risk and increase trust in sustainable products. In this way, recommendations of buyers of energy-efficient appliances can be an effective additional tool in increasing sustainable consumption.

Keywords: sustainable risk; green marketing; product satisfaction; sustainable consumption; word of mouth; appliances (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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