Measuring the Response to Housing Energy Labels in Japan by Using an Eye-Tracking Experiment

Mieko Fujisawa, Kazuhisa Takemura Author-Name-Kazuhisa and Yukihiko Funaki Author-Name-Yukihiko
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Mieko Fujisawa: Kanazawa University
Kazuhisa Takemura Author-Name-Kazuhisa: Waseda University
Yukihiko Funaki Author-Name-Yukihiko: Waseda University

No 2203, Working Papers from Waseda University, Faculty of Political Science and Economics

Abstract: This study focuses on energy labels, which are set to be displayed mandatorily in Japanese real estate advertisements soon. In this study, we conducted eye-tracking experiments to identify effective design elements for energy labels. The novelty of this study lies in the fact that we not only collected data on reaction times and areas of interest(AOIs) using eye tracking, but also conducted a panel analysis controlling for individual effects by adding data from a questionnaire survey conducted after the experiment. Our findingsverifiedthat the display of energy labels in real estate advertisements is likely to lead to improved consumer understanding of energy conservation standards as learning effects.This suggestsrehearsal effects that invited availability heuristics by appearing repeatedly. Moreover, the results of the panel analysis suggest that design of energy labels are important on reaction time and number of round trips between the AOIs. We compared the two label designs in the experiment, the information in the European Union energy label was difficult to read and judge intuitively, and can conclude the rating scale label was more suitable for advertising and readers in Japan.As energy labels help with increased consumer awarenessregardingenergy standards of dwellings and energy saving,an early start to labeling is recommended.

Keywords: energy label; eye-tracking; label design; response times; AOI; energy-saving policy (search for similar items in EconPapers)
Pages: 24 pages
Date: 2022-08
New Economics Papers: this item is included in nep-exp and nep-ure
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