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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Mirjam Visser & Ab Stevels & Jan Schoormans, 2021. "Comparing the Recommendations of Buyers of Energy-Efficient and Inefficient Vacuum Cleaners," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:23:p:12988-:d:686436
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    References listed on IDEAS

    as
    1. Mirjam Visser & Valentin Gattol & Rosan Van der Helm, 2015. "Communicating Sustainable Shoes to Mainstream Consumers: The Impact of Advertisement Design on Buying Intention," Sustainability, MDPI, vol. 7(7), pages 1-17, June.
    2. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    3. van Doorn, Jenny & Leeflang, Peter S.H. & Tijs, Marleen, 2013. "Satisfaction as a predictor of future performance: A replication," International Journal of Research in Marketing, Elsevier, vol. 30(3), pages 314-318.
    4. Rosa Maria Dangelico & Fabio Nonino & Alessandro Pompei, 2021. "Which are the determinants of green purchase behaviour? A study of Italian consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2600-2620, July.
    5. Ismagilova, Elvira & Slade, Emma & Rana, Nripendra P. & Dwivedi, Yogesh K., 2020. "The effect of characteristics of source credibility on consumer behaviour: A meta-analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
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