Conjoint analysis of purchasing behavior for energy-saving appliances

Purpose: Saving energy is an essential issue in the world to attenuate climate change. To achieve the goal, energy-saving appliances such as refrigerators should be promoted. This study aims to analyze the conditions enabling Japanese households to purchase such appliances, focusing on the relation with preferences for renewable energy as one of the non-monetary incentives. Design/methodology/approach: A conjoint analysis is used. A random parameter logit model and nested logit model are used for estimation. Data were collected through an online questionnaire of the Rakuten Insight service. Findings: Households will purchase energy-saving appliances when renewable energy is used for electricity generation. This implies that households will purchase energy-saving appliances with electric power generators by renewable energy such as solar panels and home micro-wind generators. Research limitations/implications: The response rate and attributes of respondents and non-respondents are not shown to researchers in the web-questionnaire service. Social implications: Promoting energy-saving appliances and renewable energy is essential in Japan (as in other countries) to save energy and to attenuate climate change. Based on the results, both energy-saving appliances and renewable energy will be widely used. Originality/value: Although many studies have analyzed households’ preferences for energy-saving appliances and the effects of non-monetary incentives, studies that mentioned the relation with preferences for renewable energy are few. This study analyzes the relation and proposes policy recommendations to promote both energy-saving appliances and renewable energy.