The influence of durability and reparability information
Would providing information encourage consumers to make more sustainable product choices?

For the European Commission, we investigated whether certain directives of the European Commission on consumer behavior should be modified. Currently, for most products, information on the durability and reparability does not have to be displayed. But would providing such information encourage consumers to make more sustainable product choices?

CentERdata and GfK conducted an experiment in which we examined whether providing durability information and reparability information influenced consumers’ choices. Consumers chose a number of products. For some consumers, durability information was present on these products; for other consumers, the information was absent. For some consumers, reparability information was (also) present on these products; for other consumers, the information was absent (for an example, see the figure).

When durability information was present, consumers chose more durable products and were willing to pay more for these products; when reparability information was present, consumers chose products that were easier to repair and were willing to pay more for these products. So, displaying durability and reparability information influences which product consumers choose.

 


Figure. Example of products with both durability information and reparability information

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