Title:	CONSUMER ATTITUDES AND GREEN SCEPTICISM TOWARDS ENERGY-EFFICIENT HOUSEHOLD APPLIANCES: FINDINGS FROMA PRELIMINARY STUDY
Author(s):	Gabriella Francesca Amalia Pernice, Valeria Orso and Luciano Gamberini
ISBN:	978-989-8704-51-1
Editors:	Miguel Baptista Nunes, Pedro Isaías, Tomayess Issa and Theodora Issa
Year:	2023
Edition:	Single
Keywords:	Energy consumption, Green scepticism, Sustainability, Household appliance, Green attitudes, Eco-anxiety
Type:	Full
First Page:	154
Last Page:	161
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Customers are becoming increasingly conscious of the environmental implications of their behaviour, prompting businesses to incorporate information about the level of sustainability of the products they consume. Nevertheless, poor or inaccessible information might result in consumers' negative attitudes towards companies and concerns about the quality of their products, leading tomistrust, commonly referred to as green scepticism. Such belief can hinder the translation of consumers' sustainability awareness into actual behaviour, with potential consequences for the environment, society, and firms. Despite the rising awareness of green scepticism toward sustainable marketing, the literature in this field is still limited This exploratory study sought to comprehend the attitudes of working-age adults towards high-energy efficient household appliances and their perceived green scepticism towards sustainability-related information provided by companies. Actual Italian consumers who had purchased a household appliance in the last six months were recruited for the study, as they could offer valuable insights into attitudes and beliefs towards energy efficiency. The study also investigated consumers' green scepticism towards information companies provide, such as energy consumption. Preliminary findings indicate that even highly educated consumers who are conscious of environmental issues and perceive themselves as knowledgeable about energy efficiency are distrustful of the sustainability-related information provided by companies and experts in the field. The lack of clear information conveyed to consumers could exacerbate their scepticism, negatively influencing their decisions to purchase household appliances considering their energy consumption. The study offers several implications for companies and scholars, providing insights into overcoming green scepticism towards sustainable information of household appliances and encouraging more energy-saving habits.
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