Open Access

Jens Bergener, Kathleen Jacobs, Marek Veneny, Maike Gossen

• This study investigates the impact of a multi-level eco-score on willingness to pay for sustainable mobile phones. Using adaptive choice-based conjoint analysis and market simulation, the study evaluates the effectiveness of a traffic light-colored multi-level eco-score in a realistic market scenario. Results reveal that higher eco-score levels significantly enhance consumer preferences and willingness to pay for sustainable mobile phones, with top-tier eco-scores ("A" and "B") being notably preferred. The study highlights that improvements in eco-score levels lead to a stronger increase in consumer preference shares compared to other product attributes. Additionally, consumers exhibit a progressively higher willingness to pay for mobileThis study investigates the impact of a multi-level eco-score on willingness to pay for sustainable mobile phones. Using adaptive choice-based conjoint analysis and market simulation, the study evaluates the effectiveness of a traffic light-colored multi-level eco-score in a realistic market scenario. Results reveal that higher eco-score levels significantly enhance consumer preferences and willingness to pay for sustainable mobile phones, with top-tier eco-scores ("A" and "B") being notably preferred. The study highlights that improvements in eco-score levels lead to a stronger increase in consumer preference shares compared to other product attributes. Additionally, consumers exhibit a progressively higher willingness to pay for mobile phones with superior eco-score levels, indicating potential financial benefits for manufacturers investing in higher environmental performance. This study makes an important contribution by addressing the under-researched area of multi-level eco-labelling in consumer electronics and demonstrating the practical relevance of multi-level labels in influencing market dynamics and driving sustainable consumer behavior.…