Print Email Facebook Twitter Comparing the Recommendations of Buyers of Energy-Efficient and Inefficient Vacuum Cleaners Title Comparing the Recommendations of Buyers of Energy-Efficient and Inefficient Vacuum Cleaners Author Visser, Mirjam (TU Delft Marketing and Consumer Research) Stevels, A.L.N. (TU Delft Design for Sustainability) Schoormans, J.P.L. (TU Delft Marketing and Consumer Research; TU Delft Design, Organisation and Strategy) Department Design, Organisation and Strategy Date 2021 Abstract Although environmental awareness is increasing every year, and most people say they prefer to buy more sustainable products, many still do not act on their promise at the cash counter. Sustainable products are often still perceived to have lower quality or reduced performance. Recom- mendations of sustainable buyers might reduce this perceived risk of sustainability. In this research, the Net-Promotor-Scores (NPS) and the underlying reasons for such recommendations of 888 vacuum cleaner buyers were analyzed. The buyers of energy-efficient vacuum cleaners were found to be significantly less positive about their purchase. A difference in scores is, however, not caused by the difference in the energy efficiency of the products, but by differences in other drivers to recommend a product, such as perceived cleaning performance, ease of use and value for money. Additionally, higher suction power and increased weight positively mediated NPS ratings, irrespective of energy efficiency. Focusing design and communication on these aspects rather than on energy efficiency alone can be used to reduce the perceived green risk and increase trust in sustainable products. In this way, recommendations of buyers of energy-efficient appliances can be an effective additional tool in increasing sustainable consumption. Subject AppliancesGreen marketingProduct satisfactionSustainable consumptionSustainable riskWord of mouth To reference this document use: http://resolver.tudelft.nl/uuid:f3a48d79-0dd4-4ef4-9042-645dbd9c4d0b DOI https://doi.org/10.3390/su132312988 ISSN 2071-1050 Source Sustainability, 13 (23) Part of collection Institutional Repository Document type journal article Rights © 2021 Mirjam Visser, A.L.N. Stevels, J.P.L. Schoormans Files PDF sustainability_13_12988.pdf 1.44 MB Close viewer /islandora/object/uuid:f3a48d79-0dd4-4ef4-9042-645dbd9c4d0b/datastream/OBJ/view