Research On The Mechanism Of Energy Efficiency Label Influencing Consumer's Purchasing Behavior Of Energy-saving Household Appliances

Promoting energy conservation and emission reduction and ecological environmental protection are important tasks of China's “13th Five-Year Plan”.The key to energy conservation and emission reduction is to save energy,improve energy efficiency,achieve social energy conservation and emission reduction goals,and then achieve environmental restoration protection.As early as the end of 2004,the National Development and Reform Commission,the General Administration of Quality Supervision,Inspection and Quarantine and Inspection and Quarantine of the People's Republic of China jointly announced the energy efficiency labeling style and implementation rules,which began to be implemented in June of the following year.Through the implementation of the energy efficiency labeling system and the active cooperation of home appliance companies,many types of appliances have been upgraded to energy-saving home appliances,and their energy efficiency levels have been improved to a certain extent.This has also promoted China's “energy saving and emission reduction” policy.It played a promoting role.This paper systematically combs the existing research results in related fields,combines planned behavior theory,social cognition theory,and signal transmission theory to explore the main influencing factors of consumers' energy-saving home appliance purchase behaviors,and then uses factor analysis to analyze the influencing factors.Validation,in order to build a theoretical model of energy efficiency labeling affecting consumer energy-saving appliances purchase behavior.Then,using the questionnaire method to obtain data,an empirical test of research hypotheses and theoretical models was carried out,and the individual consumer characteristics were analyzed to determine whether there are significant differences in the purchase behavior of different types of energy-saving appliances and their impact mechanisms.The research results found that: First,the relevant factors of energy efficiency labeling can be divided into three dimensions: consumer awareness,trust,and perceived value based on energy efficiency labeling.The three dimensions are not simply parallel.Relationship,but there is a relationship in which both the degree of cognition and perceived value significantly affect the degree of trust.Second,consumers 'willingness to purchase energy efficiency labels significantly affects their purchasing behavior;related factors of energy efficiency labels achieve the purpose of influencing consumers' purchasing behavior through the mediating variable of purchase intention.Among the relevant factors of energy efficiency labeling,only the perceived value dimension can directly affect consumers 'purchase behavior,and the degree of awareness and trust have no direct effect on the purchase behavior of consumers' energy-saving appliances.Third,external environmental factors have a significant impact on consumers 'willingness to purchase energy-saving appliances,and the purpose of influencing actual purchase behavior is achieved through the willingness to purchase.Fourth,the individual characteristics of variables have different effects on the internal mechanism of energy efficiency labeling consumers 'purchase of energy-saving appliances.Among them,gender,education level,income level and other dimensions have more obvious effects on the impact mechanism,which reveals that The importance of individual characteristics also provides a theoretical basis for home appliances companies to develop targeted sales strategies.Based on the above research conclusions,this article accordingly proposes the following suggestions: First,companies should increase consumer awareness of energy efficiency labels and enhance the credibility of energy efficiency labels.Second,enterprises should strengthen production process control and strictly control the quality of energy-saving products.Third,increasing publicity and education on energy efficiency labeling has an important role in promoting consumers' willingness to buy.Fourth,enterprises should segment the consumer electronics consumer market and explore key customer groups for energy-saving appliances.