Status: 09.02.2023 12:30 p.m
Energy efficiency is a key purchase driver for household appliances in Germany. In order to save money on electricity, but also for the sake of the environment, more and more consumers are opting for economical devices.
In view of the high energy prices, German consumers buy economical household appliances more often. The proportion of washing machines, dishwashers and refrigerators in energy efficiency class A rose from six to 13 percent last year, as the GfK market researchers announced today.
“The range of products extends from entry-level models to premium devices – sustainable consumption is therefore possible for many income groups,” said GfK sustainability expert Petra Süptitz.
Willingness to pay for long-term large purchases decreases
In view of rising prices, however, consumers are less and less willing to dig deeper into their pockets for larger, sustainable purchases such as furniture or electrical appliances. In January, only 71 percent of those planning major purchases from a sustainability perspective were willing to spend more money on them. In October 2022 it was still 75 percent.
In the second half of 2022, sales of organic food also fell, as the market researchers found out. Nevertheless, two thirds of those who shop sustainably are still willing to spend more money on everyday items.
“Even if there is currently somewhat less demand for organic products, sustainability remains an important issue for German consumers,” said Süptitz. “More than 70 percent consider climate change to be a serious problem.”
Increasing environmental awareness
65 percent of Germans also expect companies to act in an environmentally friendly manner, for example by using sustainable materials and ingredients. “People want to make their contribution, but are currently concentrating more on things that also relieve their own wallets,” said Süptitz. “They save water and electricity and buy very consciously to avoid waste.”