Turning the Appliance Market Around towards A++

In an effort to exploit better the labelling schemes for appliances the Danish Electricity Saving Trust has run some campaigns on cold appliances. In 1999 focus was on getting people to choose A-rated models, the 2004 campaign focussed on A+, and in 2005 on A++. These campaigns and their results are described in the paper and some conclusions are drawn. The campaigns have consisted of various elements, namely 1) a general information about the campaigns, 2) a subsidy offered temporarily during some months to people buying the A, A+ and A++ models, 3) a website where people can easily find the most energy efficient model within their specification, and 4) in the website are also listed the shops, where consumers can get the appliances at lowest prices. The latter was the most innovative and maybe also the most effective measure in the package. Results showed up as a permanent U-turn of the market in the course of a few years. Where models C, D, E earlier dominated the market, the A, A+ and A++, came to dominate as the standard models in stock. Consequently, their prices dropped significantly. The theory of a rational market behavior is based on some assumptions, one being that full information is available to all actors. The website identifying to the consumers the shops with the lowest priced efficient models was a step in that direction, and the result did not fail to turn up.