The influence of a hypothetical eco-score on purchase decisions : empirical evidence on consumer preferences and consumer segments for mobile phones

Abstract

Multi-level eco-labels, such as an eco-score, combine various environmental product attributes into one overarching label and have the potential to effectively promote sustainable consumption and business practices. This study uses an adaptive choice-based conjoint analysis based on an online survey (n = 532) to explore consumer preferences for a hypothetical multi-level eco-score when purchasing mobile phones. In addition, cluster analysis is applied to identify and characterise consumer segments based on preferences for mobile phone attributes, consciousness for sustainable consumption, and social demographics. Findings indicate a linear, positive effect of an eco-score on purchase behaviour. Among the four identified segments, brand and eco shoppers and new and equipment shoppers show strong preferences for higher eco-score levels, suggesting untapped market potential for sustainable mobile phones. Businesses should, therefore, enhance and label environmental product performance, implement segment-specific targeted marketing strategies, and adopt multi-tier distribution systems. Policy makers are encouraged to test the implementation of an eco-score label in the consumer electronics sector. Overall, this study highlights the potential of more holistic sustainability labels to bridge the gap between consumers’ attitudes towards sustainability and their actual consumption choices, promoting cleaner and responsible consumption