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In addition to the expansion of renewable energies, the efficient use of energy is crucial in order to ensure energy transition successful. The Federal Government of Germany has therefore set itself clear objectives with the National Energy Efficiency Action Plan (NAPE), which aims to reduce the primary energy consumption in Germany - compared to 2008 levels - by 20 per cent until 2020, and by 50 per cent until 2050. In addition, greenhouse gas emissions should fall by 40 per cent compared to 1990.
To reach this goal, the German Federal Ministry of Economic Affairs and Energy (BMWi) inter alia launched the "National Top Runner Initiative (NTRI)" in January 2016. It is an important component and concerns private homes, as well as industry, retail and services.
The NTRI is intended to bring energy efficient and high-quality appliances (so called Top Runners) onto the market more quickly, thus accelerate market replacement. For this purpose, motivation, knowledge and competence in product-related energy efficiency is to be strengthened and expanded along the whole value chain - from the appliance manufacturer to the retailer and the consumer. Manufacturers are pushed to develop more efficient products and consumers get valuable information about Top-Runner products and how they can benefit. In this context, retailers are especially relevant as they act as "gatekeeper" between manufacturers and consumers. They play a key role in advancing an energy efficient production and consumption. They do not only select the products but they also have a direct contact to consumers and influence the purchase decision. In this paper, special emphasis will be put on the role of retailers and the efforts of the National Top Runner Initiative will be illustrated. Barriers and incentives to motivate this target group will be elaborated.
The overall objective of the web-based consumer information tool Euro-Topten is to promote the market transformation towards energy efficient products. Euro-Topten informs consumers about the most energy efficient products in various categories and thereby aims to directly influence the purchasing decisions of individuals or professional buyers.
Providers of internet-based information tools are confronted with the problem, that there is no bidirectional interaction with the users. Hence, it is difficult to evaluate if the specific needs of users are addressed, if and how the user processes this information and to what extent the information influences the user's decision making process.
To study these questions, a web-based survey was conducted in two consecutive rounds. In the first round the survey focused on the assessment of the information tool itself and the motivation for using the Euro-Topten websites. This survey was online on all active Euro-Topten partner websites from October to December 2012. In total, 1791 users completed the survey.
In the second round, a subset of the survey population was queried again. 1,043 participants agreed to take part in a more comprehensive follow up survey, 383 completed the second survey between May and July 2013. The second survey concentrated on the question how Euro-Topten has influenced the purchasing behaviour of the survey participants. This gave significant insights on how the information on the Euro-Topten websites has affected purchasing decisions of the surveyed users.
Based on a comparison of performance indicators of the most efficient products recommended on the Euro-Topten websites with performance indicators of a base case product available on the market, avoided energy demand could be estimated for those users, who bought products from the Euro-Topten list. Based on these results, two impacts of Euro-Topten could be estimated: The influence of Euro-Topten on purchasing decision of users and the associated reductions in energy demand and CO2-emissions.
Die Ökodesign-Richtlinie (Richtlinie 2009/125/EG des Europäischen Parlaments und des Rates vom 21. Oktober 2009 zur Schaffung eines Rahmens für die Festlegung von Anforderungen an die umweltgerechte Gestaltung energieverbrauchsrelevanter Produkte) trat im Jahre 2005 in Kraft und wurde im Jahr 2009 revidiert und erweitert. Die Richtlinie zielt auf Verbesserungen des Designs energieverbrauchsrelevanter Produkte mit dem Ziel einer Reduktion der Umweltbelastungen unter Berücksichtigung aller Phasen des Produktlebenszyklusses. So sind bereits im Rahmen dieser Richtlinie beispielsweise Mindestenergieeffizienzanforderungen für bestimmte, auf dem europäischen Markt angebotene Geräte festgelegt worden, die von den Geräteherstellern und -importeuren eingehalten werden müssen.