Evaluating the Role of Energy Efficiency Label on Consumers’ Purchasing Behaviour

This paper was designed to explore the influence of energy labelling toward the consumer purchasing behaviour. Based on information from a total of 117 samples, this paper finds mean correlations between consumers’ awareness, knowledge, attitude, social norm and energy efficiency labels with purchase intention. Energy labelling shows a negative correlation with green purchasing behaviour. This finding demonstrates that energy labelling was fruitless to deliver a good message in encouraging consumer buying decision. Energy labels have to be understood, trusted and valued as a tool for consumers’ decision making. It is believed that the use of energy labels alone is not considered enough to protect the environment. Thus, all the stakeholders should enhance some other factors as a complementary to the energy labelling programs.