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

Author

Listed:
  • Mieko Fujisawa

    (Kanazawa University)

  • Kazuhisa Takemura Author-Name-Kazuhisa

    (Waseda University)

  • Yukihiko Funaki Author-Name-Yukihiko

    (Waseda University)

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.

Suggested Citation

  • Mieko Fujisawa & Kazuhisa Takemura Author-Name-Kazuhisa & Yukihiko Funaki Author-Name-Yukihiko, 2022. "Measuring the Response to Housing Energy Labels in Japan by Using an Eye-Tracking Experiment," Working Papers 2203, Waseda University, Faculty of Political Science and Economics.
    • Handle: RePEc:wap:wpaper:2203
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    References listed on IDEAS

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    3. Murray, Anthony G. & Mills, Bradford F., 2011. "Read the Label! Energy Star Appliance Awareness and Uptake Among U.S. Consumers," 2011 Annual Meeting, July 24-26, 2011, Pittsburgh, Pennsylvania 103328, Agricultural and Applied Economics Association.
    4. Stadelmann, Marcel & Schubert, Renate, 2018. "How Do Different Designs of Energy Labels Influence Purchases of Household Appliances? A Field Study in Switzerland," Ecological Economics, Elsevier, vol. 144(C), pages 112-123.
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    Keywords

    energy label; eye-tracking; label design; response times; AOI; energy-saving policy;
    All these keywords.

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