ABSTRACT
This chapter starts by presenting several broad methods that can be used to prompt pro-environment behaviours. It focuses on one of these methods: encouraging consumers to investment in energy-saving durable goods—those that are costly and intended to last multiple years. A Canadian appliance-labelling programme did have the desirable effect of prompting producers to manufacture more energy-efficient models even though few consumers claimed they read the labels. The chapter aims to share with marketers work that addresses how purchasing decisions are made and focuses on expensive durable goods purchases, specifically household appliances. It focuses on factors affecting energy-saving investments in durable goods. The chapter provides highlights from a field survey which reflect the extent to which the decision-making paradigms are being supported and suggests how marketers can use the insights concerning how purchases are made when designing promotion campaigns.
