Assessing the Influence of Energy Efficiency Guide Label on Consumers' Purchasing Decisions for Household Refrigerating Appliances

Abstract

This study assessed how the Ghana Energy efficiency guide label influenced consumers purchasing decisions for refrigerating appliances (refrigerator and/or freezer). In addition to exploring consumers' sources of information at the time of purchase, the study considered consumers’ sources of information before purchasing refrigerating appliances. The study used the phenomenological descriptive research design. We sampled 20 consumers from two large retail stores in the capital of the Central Region of Ghana, Cape Coast. The data gathered from the face-to-face interview was analyzed thematically. The findings showed that consumers use multiple information sources to make their purchase decisions for refrigerating appliances. We found that consumers’ acquaintance and sales assistance are the most patronized sources of information before purchasing an appliance and at the time of purchase, respectively. Further, the findings revealed that the energy efficiency guide label influenced consumers’ decision to purchase a refrigerating appliance. The study concludes that the energy efficiency guide label positively influences consumers’ purchasing decisions for refrigerating appliances, contributing to the country’s effort towards energy security, achieving SDG7 and SDG13, and reducing the environmental impact of greenhouse gas emissions.