Findings of Energy Label Design Research in China

Paul Waide, International Energy Agency
Christine Egan, Collaborative Labeling and Appliance Standards Program
Jin Minghong, China National Institute for Standardization

Keywords

Abstract

The China National Institute for Standardization (CNIS) is the agency responsible for developing a mandatory, consumer information label that designates the energy consumption of refrigerators. This label will be implemented across China and provide comparative, point-ofsale information to Chinese citizens on the energy efficiency of particular models of refrigerators relative to similar products.

In this paper, findings of a comprehensive evaluation of the proposed information labeling program in China will be presented. Our findings are based on multi-method primary research, including a consumer intercept survey, consumer focus groups, and semi-structured interviews with consumers, retailers, manufacturers, and policymakers. This paper is the first comprehensive presentation of the results of this multi-year, US $300,000 plus effort—one of the most ambitious completed to date anywhere in the world.

The focus of the project is on an energy information label for application to refrigerators, but it is expressly intended to identify elements that are important to the success of labeling for a wide variety of consumer goods, including room air-conditioners, water heaters, and motors. More than 25 energy label concepts were explored throughout the project life of just over 18 months. The goal of the research was to determine the optimal label design to achieve the maximum market impact (i.e., increasing sales of energy saving products). A further objective is the development of a label design that is: (1) easy for Chinese citizens to understand and (2) will result in improved consumer decision-making with regard to energy efficiency.