Consumer survey of the energy label of air-based space heating products : final report.
Date: 2023-06-05
Institutions: Directorate-General for Energy
Subjects: EU energy label, consumer information, consumer motivation, consumer survey, heating, labelling, report

Consumer survey of the energy 
label of air-based space heating 
products 

Final Report 

Written by Giovanni Liva, Giuseppe Veltri, Marcello Negrini 

October 2022 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
2 

 
 
 
EUROPEAN COMMISSION 

Directorate-General for Energy 
Directorate B — Just Transition, Consumers, Energy Efficiency and Innovation 
Unit B.3 - Buildings and Products 

E-mail: ENER-ENERGY-LABELLING@ec.europa.eu  

European Commission 
B-1049 Brussels 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Consumer survey of the energy 
label of air-based space heating 
products 

4 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
LEGAL NOTICE 

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 Consumer survey of the energy label of air-based space heating products 

Table of Contents 

1. 

Introduction ................................................................................................... 6 

1.1. Policy context ................................................................................................ 6 

1.2. Objectives of the study ................................................................................. 9 

1.3. Approach and methodology .......................................................................... 9 

1.3.1. Country sample ..............................................................................................10 
1.3.2. Respondent sample .......................................................................................12 
1.3.3. Questionnaire .................................................................................................15 

2.  Results ......................................................................................................... 17 

2.1. Type of heating participants own/intend to buy .......................................... 18 

2.2. Clarity of concepts and use of information ................................................. 24 

2.3. Consumer preferences and impact of merged label .................................. 28 

2.3.1. First DCE – Choice within same product category ..........................................29 
2.3.2. Second DCE – Choice between product categories .......................................33 

2.4. Choice explanation .................................................................................... 37 

2.5. Preferences for different graphic versions (Block 3) .................................. 39 

2.5.1. Granularity of energy efficiency ......................................................................39 
2.5.2. Particulate matters .........................................................................................42 
2.5.3. Global warming potential (GWP) ....................................................................44 

2.6. Environmental attitudes ............................................................................. 47 

3.  Annex ........................................................................................................... 51 

3.1. Questionnaire ............................................................................................. 51 

3.1.1. BLOCK 1 - Use and understanding of space heaters .....................................51 
3.1.2. BLOCK 2 - Preferences and new labels .........................................................56 
3.1.3. BLOCK 3 - Preferences for different graphic version ......................................63 
3.1.4. BLOCK 4 – Socio-demographics and environment concern ...........................66 

5 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

1. Introduction 

1.1. Policy context 

The mitigation of climate change through an improvement of energy efficiency has been a 
key objective of the EU for many years, and it is a topic which is growing in importance1. 
Back  in  2012,  an  Energy  Efficiency  Directive  2012/27/EU2  was  introduced  to  require 
Member States to set indicative national energy efficiency targets to help the EU reach the 
20%  energy  efficiency  target  for  2020.  The  introduction  of  the  “Clean  energy  for  all 
Europeans” package3 in 2018 triggered the amendment of the Energy Efficiency Directive4 
which updated the policy framework to 2030 and beyond and set an energy efficiency target 
for 2030 of at least 32.5%5.  

Given  that  heating  and  cooling  are  the  largest  sources  of  energy  demand  in  Europe, 
increasing  the  efficiency  of  space  heaters  has  become  a  priority.  This  was  also 
outlined  in  “A  Framework  Strategy  for  a  Resilient  Energy  Union  with  a  Forward-Looking 
Climate  Change  Policy”  introduced  as  part  of  the  Energy  Union  Package6,  a  European 
Commission Communication published in 2015. This also motivated the creation of “An EU 
Strategy on Heating and Cooling”7 in 2016, seeking to integrate efficient heating and cooling 
into EU energy policies. More recently, the European Commission launched the ambitious 
European Green Deal8 and several climate action initiatives have been taken under the 
Green Deal, including the 2030 Climate Target Plan9, through which the Commission raised 
the EU’s target on greenhouse gas emission reduction by 2030 from 40% to 55% below 
1990 levels. Energy efficiency is considered an essential component of the plan and the 
electrification in buildings plays a central role in a pathway to climate neutrality. 

The Commission’s proposal for recasting the EU Directive on Energy Efficiency10 published 
in July 2021, focuses on improving the energy efficiency of space heaters to meet the 
Commission’s  renewed  energy  efficiency  objectives.  As  part  of  this  overall  objective,  an 
integral part of the EU Strategy for Energy System Integration11 involves the rolling out of 
heat pumps for space heating and cooling to achieve the electrification of buildings. On the 
legislative barriers, the Council Conclusions on the Renovation Wave of June 202112 called 
on the Commission to “accelerate the ongoing work on heating and cooling appliances by 
rescaling  energy  labels  as  soon  as  possible,  consider  extending  the  energy  labels  to  all 
electrical heaters and prepare the phasing out of the least efficient, electricity, gas and other 
fossil-fuel operated heating and cooling appliances”.  

1 https://www.europarl.europa.eu/factsheets/en/sheet/69/energy-efficiency  

2 https://eur-lex.europa.eu/legal-content/EN/TXT/?qid=1399375464230&uri=CELEX:32012L0027  

3 https://ec.europa.eu/energy/topics/energy-strategy/clean-energy-all-europeans_en  

4 https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=uriserv%3AOJ.L_.2018.328.01.0210.01.ENG  

5 Furthermore, under the Governance Regulation 2018/1999, Member States were required to draw up integrated 10-year 
national energy and climate plans (NECPs), defining how they intended to meet the energy efficiency and other targets for 
2030. 

6 https://eur-lex.europa.eu/resource.html?uri=cellar:1bd46c90-bdd4-11e4-bbe1-01aa75ed71a1.0001.03/DOC_1&format=PDF  

7 https://eur-lex.europa.eu/legal-content/GA/ALL/?uri=CELEX:52016DC0051  

8 https://eur-lex.europa.eu/resource.html?uri=cellar:b828d165-1c22-11ea-8c1f-01aa75ed71a1.0002.02/DOC_1&format=PDF  

9 https://ec.europa.eu/clima/policies/eu-climate-action/2030_ctp_en  

10 https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:52021PC0558  

11 https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:52020DC0299&from=EN  

12  https://www.consilium.europa.eu/en/press/press-releases/2021/06/11/council-approves-conclusions-on-an-eu-renovation-
wave/  

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 Consumer survey of the energy label of air-based space heating products 

Increasing  the  energy  efficiency  of  space  heating  appliances,  together  with  a 
transition to heat pumps, is thus a pivotal part of the Commission’s renewed energy 
efficiency  objectives.  This  is  particularly  important  considering  that  space  heating  is  the 
most important use in the residential sector (63.6%), followed by water heating (14.8%), as 
shown in Figure 113. 

Figure 1 Final energy consumption in the residential sector by use, EU, 2019 (Eurostat) 

Local  space  heating  appliances have  different  energy  efficiency  levels  depending  on  the 
technology used. As shown in the Figure below, merging different heater technologies on 
the same energy efficiency scale would clearly show which ones are more efficient. Indeed, 
the policy goal is to encourage the use of more efficient technologies and such a merged 
scale could help achieving that goal.  

Figure 2 Efficiency rating of new space heating appliances (COM (2016) 51 final14) 

Given the need to encourage energy efficiency and the use of renewable resources, the EU 
is planning to review and adapt its energy labelling legislation with the objective of improving 
energy efficiency of products. Under the 2017 Energy Labelling Framework Regulation, the 
Commission is legally obliged to review and rescale EU energy labels for key products 
like local space heaters and air conditioning systems in the coming years.  

13 https://ec.europa.eu/eurostat/statistics-
explained/index.php?title=Energy_consumption_in_households#Use_of_energy_products_in_households_by_purpose  

14 https://ec.europa.eu/energy/sites/ener/files/documents/1_EN_ACT_part1_v14.pdf  

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 Consumer survey of the energy label of air-based space heating products 

The Commission introduced the first EU labelling legislation in 1992 and since then it has 
implemented  changes  to  achieve  these  new  objectives.  Considering  the  importance  of 
energy  labelling  to  improve  the  efficiency  of  space  heaters,  as  well  as to  accelerate  the 
rolling  out  of  heat  pumps,  with  the  overall  aim  of  reducing  air  pollution,  the  European 
Commission considers the revision of energy labelling requirements as a policy priority. As 
stated  by  the  EU  Action  Plan:  “Towards  Zero  Pollution  for  Air,  Water  and  Soil”,  the 
Commission  will  promote the  integration  of  the zero-pollution  ambition with clean  energy 
and energy efficiency objectives, such as [...] and when reviewing eco- design and energy 
labelling requirements for heating appliances, as a priority in particular those for solid fuel 
heating by the beginning of 2024 at the latest”. 

Considering  this  evidence,  along  with  the  increased  ambitions  brought  about  by  the 
European Green Deal and the obligation under the Regulation (EU) 2017/136915 to review 
and rescale EU energy labels for key products, the current labelling of space heaters should 
be revised. These new labels should return to the A to G scale in order to incentivise both 
suppliers  and  consumers  to  shift  to  more  efficient  products.  In  fact,  the  current  use  of 
separate label scales makes this substitution particularly complicated, given that:  

1.  The  energy  label  (Figure  2)  for  local  space  heaters  (regulated  by  Delegated 
Regulation (EU) n° 2015/118616) only covers wood, gas and oil burning fossil fuel 
local space heaters,  

2.  Air-to-air  heat  pumps  have  a  separate  label  (Figure  2)  with  a  different  energy 

labelling scale (regulated by Delegated Regulation (EU) n° 626/201117), and 

3.  Electric local space heaters are not subject to energy label requirements.  

 Figure 3 Current labels for local space heaters (left) and air-to-air heat pumps (right) 

While ecodesign regulations set common EU-wide minimum standards of energy efficiency 
to  exclude  the  least  energy-efficient  products  in  the  EU  market,  energy  labelling 
regulations are the ones that affect consumer decisions concerning the purchasing 
of energy efficient appliances. Ensuring that consumers understand and consider energy 
labels when purchasing appliances is hence crucial. Therefore, the current labelling rules 
do not help consumers to easily compare the performance of these different technologies. 
The review study of regulation 2015/1186 thus intends to propose a merged energy label 
as one of the policy options. The extended scope would cover combustion, electric and heat 

15 https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=uriserv:OJ.L_.2017.198.01.0001.01.ENG&toc=OJ:L:2017:198:TOC  

16 https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32015R1186  

17 Commission Delegated Regulation (EU) No 626/2011 of 4 May 2011 supplementing Directive 2010/30/EU of the European 
Parliament and of the Council with regard to energy labelling of air conditioners 

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 Consumer survey of the energy label of air-based space heating products 

pump  air  heaters.  The  European  consumer  associations  support  this  new  approach 
because  a  merged  label  would  highlight  to  consumers  the  poor  performances  and 
high costs of electric heaters18. 

1.2. Objectives of the study 

The  study  seeks  to  investigate  whether  the  proposed  merged  label  will  lead 
consumers to choose more energy efficient options among air heaters.  

Currently, the energy labels provide information that allows consumers to directly compare 
the energy efficiency of alternatives of the same product type (same technology) with the 
same heating/cooling output (capacity). Currently, consumers cannot learn from studying 
the energy efficiency classes which technology is more energy efficient. Showing the energy 
efficiency of different product types on the same scale should enable consumers to quickly 
identify the more energy efficient technology. However, the drawback of this approach is 
that all alternatives of the same product type which were previously shown on a scale from 
(e.g.) A+++ to D will now populate only a few classes of the efficiency scale (e.g. all heat 
pumps fall  in  the  top  classes),  which  impairs  detailed  comparisons  of  alternatives of  the 
same product type with only the letter of the energy class. 

Given this context, the present study aims to address two key objectives: 

1.  Understanding:  the  study  aims  to  test  consumer  understanding  of  information 
content to be presented on a merged label for space heaters. This will include label 
elements which are general to all technologies (e.g., energy efficiency and energy 
consumption)  and  those  of  specific  technologies  (e.g.,  information  concerning  air 
pollutant emission levels in the case of solid fuel local space heaters).  

2.  Behavioural change: the study aims to assess the impact the information proposed 

may have on consumer behaviour. In particular, it aims to quantify: 

a.  The substitution effects that a merged label might have in encouraging the 
consumer  to  purchase  more  efficient  space  heaters,  inside  each  product 
group and across different product groups.  

b.  The impact of the information proposed on the cooling function and GWP 

for heat pumps may have on the consumer choice. 

c.  The  impact  of  the  information  proposed  on  air  pollutant  emissions  of 
combustion local space heaters may have on the consumer choice. 

In the following section, the overall approach and methodologies used are presented. 

1.3. Approach and methodology 

In order to address these objectives, a consumer survey (N=7248) was performed in six 
countries in the  period  from  July  and August  2022.  The countries considered  were Italy, 
Greece,  France,  The  Netherlands,  Poland,  and  Denmark.  In  each  country  at  least  1200 
participants replied to the survey. The sample is representative of the population of the six 

18 https://www.beuc.eu/publications/beuc-x-2019-098_anec_beuc_position_on_local_space_heaters.pdf  

9 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

countries selected. Among the participants, at least half of them already own or intend to 
buy a local space heater.  

1.3.1. Country sample 

The countries were selected ensuring geographical balance and nationally representative 
samples  in  relevant  age  classes.  National  heating  preferences  will  be  taken  into 
consideration, and to the extent possible, countries not covered in the previous consumer 
survey conducted19 were selected. To consider national heating preferences, data on sales 
of efficient heaters in 2018 were collected (Table 1). Although this data is not available for 
all  EU  countries,  this  provides  us  with  an  indication  of  general  demand  for  heating 
appliances  and  thus  heating  preferences  in  different  countries,  most  of  which  are  pre-
selected. 

Table 1 Sales of efficient heaters in 2018 (in percentages) for some European 
countries 

Gaseous fuel 
condensing 
boilers 
47 
92 
51 
79 
75 
94 
94 
74 
93 
1 

Liquid fuel 
condensing 
boilers 
7 
3 
2 
4 
9 
0 
6 
0 
1 
0 

Austria 
Belgium 
Denmark 
France 
Germany 
Italy 
Netherlands 
Poland 
Spain 
Sweden 

Heat pumps 

Hybrid heat 
pumps 

Biomass boilers 

31 
4 
27 
15 
13 
1 
0 
6 
5 
93 

0 
0 
0 
0 
0 
120 
0 
0 
0 
0 

15 
0 
20 
2 
3 
0 
0 
20 
1 
6 

Source: The Association of the European Heating Industry (2020)21 

In addition, several other variables were considered: 

•  Environmental  concern.  The  extent to which  individuals  consider  environmental 
protection important will be related to the extent to which they will consider energy 
labelling  and  will  seek  to  improve  the  energy  efficiency  of  their  appliances.  This 
variable, based on the Special Eurobarometer 50122, corresponds to the percentage 
of participants from each country who responded, “Very important” to the question 
“How important is protecting the environment to you personally?”. 

•  Share  of  final  energy consumption  in  the  residential  sector  by  type  of  end-
use,  2019.  To  understand  demand  for  heating  and  cooling  in  each  country,  the 
share of energy consumption for space heating and cooling is taken into account. 
This data is retrieved from Eurostat (2019)23. 

19 https://ec.europa.eu/transparency/expert-groups-register/core/api/front/document/56125/download    

20 Italy is the largest EU market for hybrid heat pumps. 

21 https://www.ehi.eu/fileadmin/user_upload/user_upload/Heating_Market_Report_2020.pdf  

22 https://data.europa.eu/data/datasets/s2257_92_4_501_eng?locale=en  

23 https://ec.europa.eu/eurostat/statistics-
explained/index.php?title=File:Share_of_final_energy_consumption_in_the_residential_sector_by_type_of_end-
use,_2019_(%25)_T3.png  

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 Consumer survey of the energy label of air-based space heating products 

•  Given the high reliance on natural gas as an energy carrier for heating and cooling, 
the prices of natural gas are also reported24 (data retrieved from Eurostat, 2021 
S1). 

•  Finally,  economic  promotion  schemes  for  fossil  fuel  and  renewable  energy 
domestic heating systems are in force as of 30 November 202025. When studying 
the  impact  of  new  energy  labels  it  is  important  to  control  for  this  potential 
confounding factor, considering that schemes promoting substitution of the current 
heating  system  with  more  energy  efficient  versions  may  be  strong  incentives  in 
some countries.  

Based on the above criteria, the selected countries are the following: 

 Figure 4 Selected countries 

•  Two  southern  countries  (Greece  and  Italy),  one  eastern  country  (Poland),  two 
western countries (the Netherlands and France) and one Nordic country (Denmark), 
thereby ensuring geographical balance.  

•  Three countries with an above-average environmental concern (Denmark, France, 
and  Greece)  and  three  with  a  below-average  level  (the  Netherlands,  Italy,  and 
Poland), thus allowing us to quantify the substitution effect in countries with varying 
levels of environmental concern.  

•  Countries with varying space heating and cooling consumption (e.g., Italy has 
an above-average space heating consumption, while Greece has an above-average 
(significantly  above)  space  cooling  consumption),  serving  as  a  proxy  of  varying 
climatic conditions. 

•  Two  countries  with  a  gas  price  below  the  EU-27  average  (the  Netherlands  and 
Denmark), one with a price almost equal to the average (Italy) and three with a price 
above the average (France, Greece, and Poland). This will allow us to capture the 

24  Consumption:  Band  D2:  20  GJ  <  Consumption  <  200  GJ;  Unit:  Kilowatt-hour;  Excluding  taxes  and  levies;  Currency: 
Purchasing Power Standard 

25 https://www.coolproducts.eu/wp-content/uploads/2020/12/Analysis-of-Fossil-Fuel-Incentives-in-Europe_FINAL.pdf  

11 

 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

extent  to  which  the  price  of  gas  incentivises  energy  efficient  purchasing  of 
heating systems. 

•  Three  countries  with  significant  economic  promotion  schemes  regarding  several 
domestic  heating  systems  (France,  Greece,  and  Italy)  and  three  with  relatively 
smaller incentive schemes (Denmark, the Netherlands, and Poland, although to a 
lesser  extent).  This  will  give  us  an  indication  of  how  the  substitution  effect  is 
impacted by differing national incentive schemes.  

•  Countries with varying preferences regarding heating systems. For example, 
in Poland and Denmark there is a higher demand for biomass boilers. While in Italy 
there  is  limited  demand for  biomass,  it  has the  largest  EU  market for  hybrid  heat 
pumps.  In  addition,  while  gas  condensing  technologies  dominate  throughout, 
countries with varying reliance on these technologies are included (e.g., while in the 
Netherlands and Italy 94% of 2018 sales relied on gas, in Denmark this was only 
51%, as 27% bought heat pumps instead).  

1.3.2. Respondent sample 

Overall, 7248 citizens participated in the online experiment. The main descriptive statistics 
are  reported  in  Error!  Reference  source  not  found.2  below.  We  report  age,  gender, 
education,  marital  status,  household’s  yearly  income,  and  the  labour  market  status  of 
participants. Overall, 13.12% of participants are in the first age group; 65.31% are in the 
second age group, and 21.56% are in the third age group. The sample is quite balanced in 
terms of reported gender, as 45.88 defined themselves as male and 50.68% as female. The 
share of single in the sample is 33.53%, 55.71% are married or in a civil partnership, and 
the remaining are either separated/divorced or widowed. 15.19% declare his/her income to 
be lower than 10’000 euros, 38.27% to be between 10’000 and 30’000 euros, 26.82% to be 
between 30’000 and 50’000 euros, 17.85% to be between 50’000 and 150’000 euros, and 
1.86% to be above 150’000 euros. Finally, 68.18% are employed, 9.92% are in search of a 
job, 6.93% are students, and the remaining are retired or fall into other labour categories. 

Table 2 Total sample - Descriptive statistics  

Age group 

18 – 24 

25 – 54 

55 – 65 

Gender 

Male 

Female 

Other 

Prefer not to respond 

Marital status 

Total 
N = (7,248) 

951 (13.12%) 

4734 (65.31%) 

1563 (21.56%) 

3543 (48.88%) 

3673 (50.68%) 

21 (0.29%) 

11 (0.15%) 

Sigle (never married) 

2430 (33.53%) 

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 Consumer survey of the energy label of air-based space heating products 

Married or in civil union 

4038 (55.71%) 

Separated/Divorced 

Widowed 

House income 

10’000 Euro – 29’999 Euro 

30’000 Euro – 49'999 Euro 

50’000 Euro – 149’999 Euro 

634 (8.72%) 

146 (2.01%) 

2774 (38.27%) 

1944 (26.82%) 

1294 (17.85%) 

150’000 Euro or above 

135 (1.86%) 

Employment status 

Employed 

In search of job 

Student 

Retired 

Other 

4942 (68.18%) 

719 (9.92%) 

502 (6.93%) 

497 (6.86%) 

588 (8.11%) 

Table 33 Total sample - By country 

IT 

GR 

FR 

NL 

PL 

DK 

Total 

(N = 1223) 

(N = 1200) 

(N = 1205) 

(N = 1203) 

(N = 1212) 

(N = 1205) 

(N = 7248) 

Gender 

Male 

585  
(47.8%) 

586 
(48.8%) 

581  
(48.2%) 

618  
(51.4%) 

576 
(47.5%) 

597 
(49.5%) 

3543 
(48.9%) 

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 Consumer survey of the energy label of air-based space heating products 

633  
(51.8%) 

612 
(51.0%) 

620 
(51.5%) 

577  
(48.0%) 

635  
(52.4%) 

596 
(49.5%) 

3673 
(50.7%) 

3  
(0.2%) 

0  
(0.0%) 

2  
(0.2%) 

2 
(0.2%) 

2 
(0.2%) 

6  
(0.5%) 

2  
(0.2%) 

1  
(0.1%) 

0  
(0.0%) 

9  
(0.7%) 

3  
(0.2%) 

21  
(0.3%) 

11  
(0.2%) 

Female 

Other 

Prefer not to 
respond 

2 
(0.2%) 

Age groups 

18-24 

25-54 

55-65 

147  
(12.0%) 

158  
(13.2%) 

173  
(14.4%) 

148  
(12.3%) 

142  
(11.7%) 

183 
(15.2%) 

951 
(13.1%) 

790 
(64.6%) 

795  
(66.3%) 

767  
(63.7%) 

780  
(64.8%) 

834  
(68.8%) 

768 
(63.7%) 

4734 
(65.3%) 

286  
(23.4%) 

247  
(20.6%) 

265  
(22.0%) 

275  
(22.9%) 

236  
(19.5%) 

254 
(21.1%) 

1563 
(21.6%) 

Level of education 

Primary 

122  
(10.0%) 

14  
(1.2%) 

11  
(0.9%) 

26  
(2.2%) 

33  
(2.7%) 

298 
(24.7%) 

504  
(7.0%) 

High school 

590  
(48.2%) 

382  
(31.8%) 

486  
(40.3%) 

617  
(51.3%) 

539  
(44.5%) 

218 
(18.1%) 

2832 
(39.1%) 

Some years of 
university (not 
completed) 

University 
degree 
completed 

Post-graduate 
(master, PhD, 
other) 

Marital status 

Married or in 
Civil 
Partnership 

119  
(9.7%) 

118  
(9.8%) 

143 
(11.9%) 

150  
(12.5%) 

98  
(8.1%) 

201 
(16.7%) 

829 
(11.4%) 

206  
(16.8%) 

515  
(42.9%) 

360  
(29.9%) 

305  
(25.4%) 

273  
(22.5%) 

400 
(33.2%) 

2059 
(28.4%) 

186  
(15.2%) 

171  
(14.3%) 

205  
(17.0%) 

105  
(8.7%) 

269  
(22.2%) 

88  
(7.3%) 

1024 
(14.1%) 

637  
(52.1%) 

627  
(52.3%) 

682  
(56.6%) 

638  
(53.0%) 

819  
(67.6%) 

635 
(52.7%) 

4038 
(55.7%) 

Single (Never 
married) 

477  
(39.0%) 

448 
(37.3%) 

396  
(32.9%) 

417 
(34.7%) 

267 
(22.0%) 

425 
(35.3%) 

2430 
(33.5%) 

Separated/ 
Divorced 

Widowed 

89  
(7.3%) 

20  
(1.6%) 

106  
(8.8%) 

19  
(1.6%) 

114  
(9.5%) 

13  
(1.1%) 

127 
(10.6%) 

81  
(6.7%) 

21 
(1.7%) 

45  
(3.7%) 

117  
(9.7%) 

28 
(2.3%) 

634 
(8.7%) 

146  
(2.0%) 

Household's income (€) 

9.999  or 
below 

148  
(12.1%) 

318 
(26.5%) 

136 
(11.3%) 

72 
(6.0%) 

337 
(27.8%) 

90 
(7.5%) 

1101 
(15.2%) 

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 Consumer survey of the energy label of air-based space heating products 

10.000 - 
29.999 

30.000 - 
49.999 

50.000 - 
149.999 

531  
(43.4%) 

674 
(56.2%) 

489 
(40.6%) 

320 
(26.6%) 

502 
(41.4%) 

258 
(21.4%) 

2774 
(38.3%) 

373  
(30.5%) 

178 
(14.8%) 

398 
(33.0%) 

428 
(35.6%) 

270 
(22.3%) 

297 
(24.6%) 

1944 
(26.8%) 

157  
(12.8%) 

19 
(1.6%) 

170 
(14.1%) 

353 
(29.3%) 

85 
(7.0%) 

510 
(42.3%) 

1294 
(17.9%) 

150.000   or 
above 

14  
(1.1%) 

11 
(0.9%) 

12 (1.0%) 

30 
(2.5%) 

18 
(1.5%) 

50 
(4.1%) 

135 
(1.9%) 

Labour market status 

Employed 

798 
(65.2%) 

813 
(67.8%) 

841 
(69.8%) 

862 
(71.7%) 

890 
(73.4%) 

738 
(61.2%) 

4942 
(68.2%) 

In search of 
job 

176 
(14.4%) 

156 
(13.0%) 

81 (6.7%) 

 Student 

99 (8.1%) 

Retired 

50 (4.1%) 

Other 

100 
(8.2%) 

90 
(7.5%) 

74 
(6.2%) 

67 
(5.6%) 

86 
(7.1%) 

60 
(5.0%) 

38 
(3.2%) 

100 
(8.3%) 

70 
(5.8%) 

91 
(7.5%) 

120 
(10.0%) 

719 
(9.9%) 

122 
(10.1%) 

502 
(6.9%) 

148 
(12.3%) 

497 
(6.9%) 

61 (5.1%) 

96 (8.0%) 

126 
(10.5%) 

157 
(13.1%) 

61 
(5.0%) 

77 
(6.4%) 

588 
(8.1%) 

Employed 

798 
(65.2%) 

813 
(67.8%) 

841 
(69.8%) 

862 
(71.7%) 

890 
(73.4%) 

738 
(61.2%) 

4942 
(68.2%) 

In search of 
job 

176 
(14.4%) 

156 
(13.0%) 

81 (6.7%) 

Student 

99 (8.1%) 

90 
(7.5%) 

61 (5.1%) 

86 
(7.1%) 

60 
(5.0%) 

100 
(8.3%) 

70 
(5.8%) 

120 
(10.0%) 

719 
(9.9%) 

122 
(10.1%) 

502 
(6.9%) 

1.3.3. Questionnaire 

The survey questionnaire was divided in four blocks. 

1)  Block 1: Use and understanding of space heaters 

o  Questions on space heaters: what participants own, whether they intend to 

buy new ones (and which type) 

o  Understanding task: questions on some key concepts included in the labels 
(e.g. energy efficiency, particulate matter, global warming potential) – after 
each  question  participants  are  told  the  correct  definition,  so  that  they  are 
more informed for the following tasks. 

2)  Block 2: Preferences and new labels 

o 

In  this  second  part,  participants  carry  out  a  discrete  choice  experiment 
(DCE), where they have to make consecutive binary choices.  

15 

 
 
 
 Consumer survey of the energy label of air-based space heating products 

o  Each  participant  carry  out  two  DCE.  In  the  first  one  compares  different 
models of the same product category. In the second one compares different 
models between different product categories. 

o  After the DCE there are some follow-up questions, asking explanation of the 

choices made.  

3)  Block 3: Preferences for different graphic version 

o  Additional  questions  on  graphic  variations  of  the  new  merged  label,  to 

understand which ones they prefer.  

4)  Block 4: Socio-demographics and environmental concern 

o  Standards  socio-demographic  questions  (age,  gender,  education,  income 
level, country of origin) explore the role of personal characteristics, such as 
household size and income, in determining more efficient choices.  

o  Questions to gather the level of environmental concern to explore whether 
pro-environmental  attitudes  are  significant  determinants  of  investment  in 
energy efficiency. 

The second block is the experimental part of the survey, where consumer preferences are 
elicited through a choice task. Discrete choice experiment (DCE) is a quantitative method 
for  assessing  the  various  factors  that  influence  people's  choices.  It  provides  quantitative 
information  on  the  relative  importance  of  various  characteristics  that  influence  people's 
choices,  as  well  as  the  trade-offs  between  these  factors  and  the  likelihood  of  taking  a 
particular  option.  The  DCE  is  an  attribute-based  survey  method  for  measuring  benefits 
(utility).  DCEs  present  respondents  with  samples  of  hypothetical  scenarios  (choice  sets) 
extracted  a  priori  from  all  possible  choice  sets  according  to  statistical  design  principles. 
Choice  sets  comprise two  or  more  alternatives,  varying  along  different  characteristics  or 
attributes of interest, and individuals are asked to choose an alternative. More commonly, 
each respondent faces several choice questions within a single survey. 

In this block of the survey, participants carry out subsequently two DCE: 

1.  Choice between products of the same category of heaters.  

o  1A – electric heating.  
o  1B – gas heating.  

For the first two groups (1A and 1B) we measure the effect of the new merged 
label (compared to the current labels) on the choice for more efficient products.  

o  1C – solid fuel heating.  
o  1D – reversible air conditioning (RAC).  

For  the  second  two  groups  (1C  and  1D)  we  only  use  the  new  merged  label, 
because we explore the effect of the PM (1C) and the GWP (1D) on the choice 
for more efficient products.  

2.  Choice between products of different categories of heaters. 

The  participants  are  divided in two  groups (current  vs merged label),  and the 
results are compared to identify potential differences in the effects of the labels 
on the energy efficiency of the products.  

o  2A – old label 
o  2B – new merged label 

The figure below provides an overview of the rationale of the design. 

16 

 
 
 Consumer survey of the energy label of air-based space heating products 

 Figure 5 Experiment design (block 2 of the survey) 

The “non owners/not intending to buy” do not carry out Experiment 1 but go directly either 
to Experiment 2A or 2B. While all the other participants are allocated to one of the groups 
1 (A, B, C, D) DCE and, after, they are randomly assigned to either group 2A or 2B for the 
different categories’ choice. Hence, all the other participants perform two DCE, one from 
group 1 and one from group 2. 

o  Concerning the same category choices (1A, 1B, 1C, 1D), participants’ assignment 
to  each  experimental  group  characterised  by  a  specific  DCE  is  based  on  the 
following criteria: For groups 1A to 1D, it is related to each person's heating system. 
For example, John owns a gas heater and will be enrolled in group 1B. Mary owns 
a solid fuel heater and will be part of 1C.  

o  All participants can perform the different category choices experiments, 2A and 
2B, without any specific distinction. However, participants are randomly assigned 
to one of the two conditions (“old label” vs “new label”).   

The full questionnaire is provided in the Annex. 

2. Results  

The results are presented following the order of the questionnaire. Section 2.1 presents the 
results on the type of heaters respondents own or intend to buy, as well as their interest in 
the  information  provided  on  the  labels.  Section  2.2  presents  the  results  of  the  discrete 
choice  experiment,  showing  the  impact  of  the  merged  label  in  changing  consumer 
preferences  towards  more  efficient  models  or  products.  Section  2.3  presents  the  results 
17 

 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

related to the questions on the different graphical versions of the labels. Finally, Section 2.4 
presents the results of the questions on the environmental concern of the participants.  

2.1. Type of heating participants own/intend to buy 

Regarding  the  owned  heating  system,  participants  are  divided  into  around  half.  Overall, 
55.34% of participants report a local space heater, while 44.66% of participants report that 
currently do not own a local space heater, only a central heating system (Figure 6). Among 
those  who  reported  that  already own a  local  space  heater, most  own  a  solid fuel  heater 
(30.37%),  followed  by  Electric  (28.00%),  Air-to-Air  (19.45%), Gas heater (19.00%)26,  and 
other (3.19%) (Figure 7Figure 7).  

Regarding  purchase  intentions,  60.47%  of  participants  are  at  least  considering  buying  a 
local space heater in the next 12 months (Figure 8Figure 8), and 56.49% of them plan to 
use it as additional heating, while 40.07% as the main heater, and 3.44% do not know yet 
(Figure 9).  

46.85% plan to buy or replace a heater they currently own, while 47.23% do not plan to do 
it, and the remaining 5.92% do not know (Figure 10). Regarding the intention to buy a fixed 
or a portable heater, 49.67% intend to buy a fixed heater, while 39.92% a portable heater, 
and 10.41% do not know (Figure 11). Among those who plan to buy a local space heater in 
the coming 12 months, 8.45% of participants know already which specific type of heater 
they will buy, 43.04% have some ideas, 33.38% are still considering different types, and 
15.14% do not have an idea yet (Figure 12). 

Among  those  who  intend  to  buy  a  fixed  heater,  and  know  already  the  model,  most 
participants report stronger intentions to buy for air to air models, followed in decreasing 
order by solid fuel models, Electric models, gas models, and finally liquid fuel models (see 
Figure 13 to Figure 17). 

26  The  figures for  gas  heaters  are  higher  compared  to  the  estimated  stock  of such systems  in  Europe.  The  questionnaire 
specifically referred to local space heaters, also providing examples of gas heaters of this category. However, despite the 
explanation, some respondents may have confused these systems with gas boilers pertaining to hydronic systems.  

18 

 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 6 Local vs central heating system 

Figure 7 Heater type owned 

19 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 8 Intention to buy 

Figure 9 Intention to buy heater as the main or additional heating 

20 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 10 Plan to buy or replace 

Figure 11 Intention to buy fixed or portable heater 

21 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 12 Knowledge of specific heater to buy 

Figure 13 Intention to buy Solid Fuel system 

22 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 14 Intention to buy Liquid fuel system 

Figure 15 Intentions to buy Gas system 

23 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 16 Intentions to buy Air to Air system 

Figure 17 Intentions to buy Electric system 

2.2. Clarity of concepts and use of information 

24 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Before participating in the DCE experiment, participants were given information regarding 
Energy Efficiency, Global Warming Potential (GWP), and Particular Matter (PM) and were 
asked whether each of these concepts was clear to them and whether they would use them 
when  deciding  to  buy  an  appliance  (Figure  18  Figure  19  Figure  20).  Overall,  the  great 
majority of participants report that they think the concepts are clear or are definitely sure the 
concepts  are clear (Energy Efficiency,  86.67%; GWP,  86.82%;  PM  75.46%).  In  addition, 
most of the participants report that they will use this information when considering buying 
new appliances (Energy Efficiency, 75.52%; GWP, 59.95%; PM 70.60%) (Figure 21 Figure 
22  Figure  23).  Regarding  PM,  participants  were  asked  an  additional  question  aimed  at 
measuring  whether  they  are  interested  in  seeing  information  regarding  air  pollution  on 
energy  labels.  Our  analysis  shows  that  most  participants  are  interested  in  seeing  the 
information about air pollution on the energy labels (Definitely interested, 41.35%; partially 
interested, 35.42%) (Figure 24). Considering that only the first concept is currently used in 
the labels, both the additional concepts (GWP and PM) are welcomed by participants as a 
help in their decisions. These results are corroborated in the first discrete choice experiment 
where  we  show  that  participants  are  influenced  by  the  presence  of  these  information 
concepts in their decisions. 

25 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 18 Clarity Energy Efficiency 

Figure 19 Clarity Global Warming Potential (GWP) 

Figure 20 Particulate matter (PM) clarity 

26 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 21 Use of information - Energy Efficiency 

Figure 22 Use of information - GWP 

27 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 23 Use of information - PM 

Figure 24 Interest in seeing information - PM 

2.3. Consumer preferences and impact of merged label 

28 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

2.3.1. First DCE – Choice within same product category 

Table 4 below shows the distribution across the four groups for the first DCE. In each DCE, 
each participant made 10 consecutive choices between two appliances. For each choice, 
they saw two labels of alternative local space heaters and selected which one they would 
buy based on the available information. 

Table 4 First DCE– Group allocation 

Experimental group 

Total (N=7248) 

Group 1A – Electric 

Group 1B – Gas 

Group 1C - Solid fuel 

1147 (28.77%) 

784 (19.66%) 

1246 (31.25%) 

Group 1D – Reversible Air Conditioning (RAC) 

810 (20.32%) 

Below  we  provide  the  main  results  from  the  first  DCE  experiment.  When  presenting  the 
results, we mainly focus on: 

•  Marginal  probability:  the  probability  of  an  event  irrespective  of  the  outcome  of 

another variable. 

•  Marginal utility: how much pleasure/satisfaction is gained by a consumer because 

of the increase in consumption by one unit. 

Participants  are  asked  to  make  choices  between  different  models  of  the  same  product 
category (electric, gas, solid fuel, and RAC). Data show that the likelihood of choosing a 
model  is  influenced  by  some  factors  depending  on  the  type  of  category  (price,  energy 
efficiency, type of label, PM level and GWP level).  

1. 

2. 

3. 

We  observe  that  participants  are  more  likely  to  choose  cheaper  and  more 
efficient  systems  compared  to  more  expensive  and  less  efficient  ones, 
respectively.  These  results  confirm  the  hypotheses  that  consumers  prefer 
cheaper  and  more  energy-efficient  models.  It  is  worth  noting  that  there  is  a 
strong preference for more efficient models, despite these being generally more 
expensive. 
Looking  at  the  effect  of  the  merged  label  on  consumer  preferences  about 
products of the same category, we observe that, for gas systems, participants 
are more likely to choose products with the current label, relatively to the merged 
version.  This  result  might  be  driven  by  the  fact  that  participants  wrongly 
compared  the  efficiency  levels  of  the  two  labels.  Since  the  gas  systems  are 
generally less efficient relative to other product categories, the energy efficiency 
displayed  is  lower  with  merged  labels  (i.e.,  E  and  F)  compared  to  when 
presented  with  current  labels  (i.e.,  A  and  C).  Moreover,  the  likelihood  of 
choosing more efficient products is larger when presented with the current 
label  (+20pp) than  with  the merged  label  (+4pp).  Again,  it  should  be  noted 
that  in  the  current  label  the  energy  classes  varied  from  C  to  A,  while  in  the 
merged label from F to E. 
Instead,  for  electric  systems,  participants  are  more  likely  to  choose 
products  with  the  merged  label,  compared  to  those  with  the  current 

29 

 
 
 
 
 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

version. However, the merged label is less effective in increasing the likelihood 
of choosing more efficient electric heaters relatively to the current label (i.e., no 
label).  Electric  heaters  are  the  only  system  that  currently  does  not  have  an 
energy label. Thus, participants did not have two efficiency scales to compare, 
and  they  may  have  preferred  the  options  with  the  new  merged  label  as  they 
displayed an efficiency scale rather than those without any scale. 
For solid fuel systems, the new PM icon was assessed to measure its effect on 
consumer preferences. The results show that participants are more likely to 
choose those products with a lower level of PM compared to those with a 
higher level of PM.  
Finally, for RAC systems the new GWP icon was assessed to measure its effect 
on consumer preferences. Also in this case, the participants are more likely 
to choose those with  a  “Low GWP” icon  compared to those  without  the 
icon. This holds also for any given efficiency level. 

4. 

5. 

1A - Electric heating 

The  regression  model,  with  dependent  variable  the  likelihood  of  choosing  solid  electric 
heating system, includes a dummy variable for Price (€472 vs €622), Efficiency (Basic vs 
Advanced), and Label used (Current vs Merged).  

Data  show  that  participants  are  influenced  by  the  different  attributes  in  their  choice. 
Regarding the main effects (Error! Reference source not found.Figure 25 and Figure 56 
in Technical Annex), results show that participants are more likely to choose (1) cheaper 
electric  heating  systems  compared  to  more  expensive  ones  (p<0.001),  (2)  more 
efficient  electric  systems  compared  to  less  efficient  ones  (p<0.001),  and  (3)  those 
with a merged label compared to those with the current version (p<0.001). 

Figure 25 Electric systems - Attributes effects 

The coefficient of the interaction term Efficiency*Label is significant (p<0.001) (Figure 57 in 
Technical AnnexError! Reference source not found.). An analysis of the marginal effect 
indicates that participants are more likely to choose basic case models of efficiency 
with the merged label, compared to the current version. In addition, participants are more 
likely to choose high-efficiency models with the merged label, compared to the current 
version (Figure 26). 

30 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

1B – Gas fuel heating 

Figure 26 Electric systems - Marginal effects 

The regression model, with dependent variable the likelihood of choosing gas fuel heating 
system, includes a dummy variable for Price (€1700 vs €2525), Efficiency (Low vs High), 
and Label used (Current vs Merged). 

Data  show  that  participants  are  influenced  by  the  different  attributes  in  their  choice. 
Regarding the main effects (Error! Reference source not found.Figure 27 Figure 58 in 
Technical Annex), results show that participants are more likely to choose (1) cheaper 
gas  fuel  heating  systems  compared  to  more  expensive  ones  (p<0.001),  (2)  more 
efficient  gas  fuel  systems  compared to less efficient  ones  (p<0.001), and (3) those 
with a merged label compared to those with the current version (p<0.001). 

Figure 27 Gas systems - Attributes effects 

The coefficient of the interaction term Efficiency*Label is significant (p=0.001) (Figure 59 in 
Technical AnnexError! Reference source not found.). An analysis of the marginal effect 
indicates that participants are more likely to choose products basic case models of 
efficiency  with  the  current  label,  compared  to  the  merged  version.  In  addition, 
participants are more likely to choose high-efficiency models with the current label, 
compared to the merged version (Figure 28). 

Figure 28 Gas systems - Marginal effects 

31 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

1C – Solid fuel heating systems 

The  regression  model  for  solid  fuel  heating  system  includes  a  dummy  variable  for  Price 
(€1500 vs €2325), Efficiency (E(92) vs F(80)), level of PM (20mg vs 50mg). 

Data  show  that  participants  are  influenced  by  the  different  attributes  in  their  choice. 
Regarding the main effects (Error! Reference source not found.Figure 29 and Figure 60 
in Technical Annex), results show that participants are more likely to choose (1) cheaper 
solid  fuel  heating  systems  compared  to  more  expensive  ones  (p<0.001),  (2)  more 
efficient solid fuel heating systems compared to less efficient ones (p<0.001), and (3) 
those with a lower level of PM compared to those with a higher level of PM (p<0.001).  

Figure 29 Solid fuel systems - Attributes effects 

The coefficient of the term Efficiency*PM is not significant (p=0.227) (Figure 61 and Figure 
62 in Technical AnnexFigure 64Error! Reference source not found.).  

1D – Reversible air conditioning (RAC) 

The regression model for the reversible air conditioning (RAC) includes a dummy variable 
for Price (€1528 vs €2347), Efficiency (B(286) vs C(190)), the presence of the GWP label 
or  not  (present  vs  absent).  Data  show  that  participants  are  influenced  by  the  different 
attributes  in  their  choice.  Regarding  the  main  effects  (Error!  Reference  source  not 
found.Figure  30  and  Figure  63  in  Technical  Annex),  results  show  that  participants  are 
more likely to choose (1) cheaper RAC systems compared to more expensive ones 
(p<0.001), (2) more efficient RAC systems compared to less efficient ones (p<0.001), 
and (3) those with the GWP label compared to those without it (p<0.001).  

32 

 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 30 RAC systems - Attributes effects 

The coefficient of the interaction term Efficiency*GWP is also significant (p<0.001) (Figure 
64 in Technical AnnexError! Reference source not found.). An analysis of the marginal 
effects  indicates  that  participants  are  more  likely  to  choose  products  with  energy 
efficiency category B(286) when the GWP label is shown, compared to when the label 
is  absent.  In  addition,  participants  are  less  likely  to  choose  a  product  with  energy 
efficiency category C(190) when the GWP label is shown compared to when it is absent 
(Figure 31). 

Figure 31 RAC systems - Marginal effects  

2.3.2. Second DCE – Choice between product categories 

Table  below  shows  the distribution  across the  two  conditions  (2A  “old label”  vs  2B  “new 
label”) for the second DCE.  

Table 5 Second DCE– Group allocation 

Experimental group 

Total (N=7248) 

Group 2A  

Group 2B  

3623 (49.99%) 

3625 (51.01%) 

Below  we  provide  the  main  results  from  the  second  experiment,  where  participants  are 
divided  into  two  groups  and  make  choices  between  different  models  of  different  product 
categories (electric, gas, solid fuel, and RAC) either with the “current separate label” or with 
the “new merged label”. When presenting the results, we mainly focus on: 

33 

 
 
 
 
 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

•  Marginal  probability:  the  probability  of  an  event  irrespective  of  the  outcome  of 

another variable. 

•  Marginal utility: how much pleasure/satisfaction is gained by a consumer because 

of the increase in consumption by one unit. 

Comparing the results  of  the two  groups  allows  for testing the  effect  of  the  new  merged 
label on influencing consumer preferences for more efficient products.  

1. 

2. 

3. 

4. 

Overall,  we  replicate  the  findings  of  the  first  experiment  as  we  observe  that 
participants  are  more  likely  to  choose  cheaper  and  more  efficient  systems 
compared to more expensive and less efficient ones, respectively. 
For current label group, participants are overall more likely to choose RAC and 
solid heating systems (31% and 36%), compared to Gas and Electric (16% and 
18%).  
For  merged  label  group,  participants  are  overall  more  likely  to  choose  RAC 
(41%) compared to Electric, Gas, and Solid ones (22%, 20%, and 17%).  
When  comparing  qualitatively  marginal  probabilities  between  the  two  groups 
(Figure 32), the main findings are: 

•  RAC:  the  new  merged  labels  increase  the  likelihood  that  participants 
choose  this  product  category  (+10pp),  which  is  the  most  efficient  one. 
This result may be driven by the fact that with the same label is easier 
for  consumers  to  identify  the  most  energy-efficient  product,  since  the 
labels and the scales are comparable.   

•  Solid  fuel:  the  new  labels  decrease  the  likelihood  that  participants 
choose this product category (-20pp). The change is particularly large as 
this category has the greatest variation between the two efficiency scales 
(A+ and A++ in the current label; F and E in the merged label).  

•  Gas  heaters:  the  new  merged  labels  increase  the  likelihood  that 
participants choose this product category (+4pp). The sharp decline in 
choosing  solid  fuel  products  results  in  a  shift  towards  the  other  more 
energy efficient categories. When comparing across categories with the 
merged labels as in the current experiment, gas heaters might be chosen 
more  often  because  there  are  worse  energy-efficient  alternatives  (i.e., 
solid  fuel  systems).  This  result  seems  in  contrast  to  the  finding  of 
experiment 1 showing that participants are more likely to choose a gas 
heater with the current label, compared to a gas heater with the merged 
label. However, when the comparison is done within the same product 
category,  the  merged  label  decreases  the  energy  efficiency  of  the 
product compared to when presented with the current label.  

•  Electric heaters: the results corroborate the finding of the first part of the 
experiment, as the new labels slightly increased the likelihood to choose 
this product category (+4pp). This result can be explained by the fact that 
the  consumers could  not  compare the two energy efficiency  scales as 
there is no current label. Another explanation may be linked to the price, 
as  these  products  are  the  cheapest  compared  to  the  others  and  this 
attribute likely has an effect (this product was the second best chosen, 
after RAC, in the experiment with the merged label). 

34 

 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 32 Marginal probability of choosing an option, by category and labels 

Note: The graph displays the estimated marginal probability for the different product categories and labels 
used. The parameter estimates are standard logit, the outcome of a conditional logistic regression with the 
regression coefficients representing the change in the logit for each unit change in the predictor. The discrete 
choice methodology is based on random utility maximisation theory, whereby an individual is assumed to 
choose the utility-maximising option when presented with a choice set containing alternative scenarios. 

2A – Current labels 

The regression models for the current label treatment includes a dummy variable for Price 
(Expensive  vs  Cheap),  Efficiency  (Base  case  vs  Advanced),  and  Category  of  product 
(Electric; Gas; RAC REV; Solid). 

Data  show  that  participants  were  influenced  by  the  different  attributes  in  their  choice. 
Regarding the main effects (Error! Reference source not found.Figure 33 and Figure 65 
in Technical Annex), results show that participants are more likely to choose (1) cheaper 
systems  compared  to  more  expensive  ones  (p<0.001),  (2)  more  efficient  systems 
compared  to  less  efficient  ones  (p<0.001),  and  (3)  solid  fuel  heating  and  RAC  REV 
compared to Gas and Electric ones.  

35 

 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 33 Current labels - Attributes effects 

The coefficient of the interaction term Efficiency*Category is significant (p<0.001) (Figure 
66 in Technical AnnexError! Reference source not found.). An analysis of the marginal 
effect indicates that participants are more likely to choose high efficient models of RAC 
REV  and  solid  heating  systems,  compared  to  base  case  RAC  REV  and  solid  heating 
models (Figure 34Error! Reference source not found.). 

Figure 34 Current labels - Marginal effects 

2B – Merged labels 

The regression model for the merged label treatment includes a dummy variable for Price 
(Expensive  vs  Cheap),  Efficiency  (Base  case  vs  Advanced),  and  Category  of  product 
(Electric; Gas; RAC REV; Solid). 

Data  show  that  participants  were  influenced  by  the  different  attributes  in  their  choice. 
Regarding the main effects (Error! Reference source not found.Figure 35 and Figure 67 
in Technical Annex), results show that participants are more likely to choose (1) cheaper 
systems  compared  to  more  expensive  ones  (p<0.001),  (2)  more  efficient  systems 
compared  to  less  efficient  ones  (p<0.001),  and  (3)  RAC  REV  compared  to  Gas  and 
Electric and solid ones.  

36 

 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 35 Merged labels - Attributes effects 

The coefficient of the interaction term Efficiency*Category is significant (p<0.001) (Figure 
68 in Technical AnnexError! Reference source not found.Error! Reference source not 
found.). An analysis of the marginal effect indicates that participants are more likely to 
choose high efficiency models compared to base case models, especially for solid 
fuel  systems.  For  the  other  products,  high  efficiency  does  not  seem  to  increase  the 
likelihood of choosing, compared to base case models (Figure 36). 

Figure 36 Merged labels - Marginal effects 

2.4. Choice explanation 

In addition, participants were asked to report their reasons for preferring/choosing reversible 
air  conditioning,  solid  fuel  heating,  and  an  electric  heater.  Data  show  that  most  of  the 
participants prefer/chose a reversible air condition system mainly because it works for 
both heating and cooling (Figure 37). A solid fuel heater is preferred mostly because 
it  is  expected  to  be  cheaper  to  run  (Figure  38).  Finally,  the  reasons  for  preferring  the 
electric heater are more distributed, as participants indicate they preferred an electric 
heater because is more efficient and less polluting than other heathers and because 
they expect it to be cheaper to run (Figure 39). 

37 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

 (1= because the RAC is more efficient in heating than the electric heather; 2= because the RAC can cool as well; 3= 
because it works for heating and cooling; 4= because I expect the RAC to be cheaper to run; 5= other) 

Figure 37 Reasons for choosing RAC. 

(1= because it is more efficient in heating than the other heathers; 2= because it is less pollutant than the other heaters; 3= 
both 1+2; 4= because I expect it will be cheaper to run; 5= other) 

Figure 38 Reasons for choosing Solid fuel heater 

38 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 39 Reasons for choosing Electric heater 

(1= because it is more efficient in heating than the other heathers; 2= because it is less pollutant than the other heaters; 3= 
both 1+2; 4= because I expect it will be cheaper to run; 5= other) 

2.5.  Preferences for different graphic versions (Block 3) 

2.5.1. Granularity of energy efficiency 

Participants indicated they find the second label as the most appealing, easy to understand, 
covers what you need to know about a new space heater, and would help them make a 
confident decision. 

39 

2023/xxyy6,5kW33dBABCDESUPPLIER'S NAME  solid fuel room heaterABCDEFG81F29006,5kW2023/xxyySUPPLIER'S NAME  solid fuel room heaterA   >290B>240C   >190D>120E>90F>75G< 7581F33dBABCDE 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 40 Energy Efficiency - Ease of understanding 

40 

6,5kW2023/xxyySUPPLIER'S NAME  solid fuel room heaterA   >290B>240C   >190D>120E>90F>75G< 75F8133dBABCDE 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 41 Energy Efficiency - Cover information 

Figure 42 Energy Efficiency - Help in making decision 

41 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

2.5.2. Particulate matters 

Participants indicated they find the second label as the most appealing, easy to understand, 
covers what you need to know about a new space heater, and would help them make a 
confident decision. 

Figure 43 PM indicator - Most appealing label 

42 

2023/xxyy6,5kW33dBABCDEXYZmgSUPPLIER'S NAME  solid fuel room heaterABCDEFG81F29002023/xxyy6,5kW33dBABCDESUPPLIER'S NAME  solid fuel room heaterABCDEFG81F2900XYZmg 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 44 PM indicator - Ease of understanding 

Figure 45 PM indicator - Cover information 

43 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 46 PM indicator - Help in making decision 

2.5.3. Global warming potential (GWP) 

Participants indicated they find the first label as the most appealing, easy to understand, 
covers what you need to know about a new space heater, and would help them make a 
confident decision. 

44 

 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

45 

002023/xxyyABCDEFGABCDEFG3,5kW2,8kWSUPPLIER'S NAME                                                         reversible330550LOWGWP57dBABCDE64dBABCDE452B286B002023/xxyyABCDEFGABCDEFG3,5kW2,8kWSUPPLIER'S NAME                                                         reversible33055057dBABCDE64dBABCDE452B286BLOWGWP002023/xxyyABCDEFGABCDEFG3,5kW2,8kWSUPPLIER'S NAME                                                         reversible33055057dBABCDE64dBABCDE452B286BGWP 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 47 GWP indicator - Most appealing label 

Figure 48 GWP indicator - Ease of understanding 

46 

 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 49 GWP indicator - Cover information 

Figure 50 GWP indicator - Help in making decision 

2.6.  Environmental attitudes 
47 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

This  section  describes  the  self-reported  environmental  attitude  of  the  participants.  The 
findings show that most participants are generally worried about the environment, with 
80.37%  at  least  somewhat  agreeing  with  this  statement.  In  addition,  the  majority  of 
participants  think  that  people  should  buy  environmentally-friendly  products,  with 
57.72% agreeing or strongly agreeing with this statement. Data also show that participants 
are concerned that people do not care enough for the environment, with 57.15% at 
least somewhat agreeing with the statement. A large share of participants reported they 
have  switched  to  another  brand  because  it  was  better  for  the  environment,  with 
64.94% at least somewhat agreeing with the statement. Finally, most participants report 
that they often buy an environmentally-friendly product to protect the environment, 
with 66.34% at least somewhat agreeing with the statement. 

Figure 51 I am worried about the environment 

48 

 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 52 People should buy environmentally-friendly products 

Figure 53 It concerns me that people do not care enough about th environment 

49 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Figure 54 I have switched to another brand because it was better for the environment 

Figure 55 To protect the environment, I often buy environmentally-friendly products 

50 

 
 
 
 
 
 
  
 Consumer survey of the energy label of air-based space heating products 

3. Annex 

3.1. Questionnaire 

3.1.1. BLOCK 1 - Use and understanding of space heaters 

Block 1a. Types of heaters and intention to buy 

This  is  a  consumer  survey  about  local  space  heaters,  which  are  appliances  that  provide  heat  to  indoor  spaces  by 
generating  heat  at  the  same  location  as  it  is  needed.  Local  space  heaters  come  in  many  different  types.  The  most 
common  ones  are  solid  fuel  heaters  (e.g.,  wood  stove,  pellet  stove),  gas  heaters,  electric  heaters  and  air-to-air  heat 
pumps (i.e., reversible air conditioning). Below we provide a short description with a picture for each category.  

1. SOLID FUEL HEATERS 

2. GAS HEATERS 

Solid fuel heaters generate heat by burning fuels such as wood 
or pellet. Wood stoves use wood logs, while pellet stoves use 
small-sized wood chips (pellets) to generate heat. 

Gas heaters generate heat by burning gas. They may burn 
natural gas, which is delivered to 

homes  through  gas  pipes,  or  liquefied  petroleum  gas 
(LPG). 

3. ELECTRIC HEATERS 

4. AIR-TO-AIR PUMPS 

Electric heaters are electrical devices that convert an electric 
current  into  heat.  The  heating  element  inside  every  electric 
heater  is  an  electrical  resistor,  and  works  on  the  principle  of 
Joule heating. 

Air-to-air heat pumps extract heat from the outdoor air and 
release it indoors.  As such,  they make smart use  of  the 
heat that is already present in the outside air. 

51 

 
 
 
 
  
 
 
 
 Consumer survey of the energy label of air-based space heating products 

ASK ALL [single response]  

Q00. Do you own a local space heater or you only own central heating system (e.g. boiler)? 

☐ Yes, I own a local space heater  

☐ No, I currently do not own a local space heater, only a central heating system 

ASK IF ANSWERED YES TO Q00 [single response]  

Q0. Which heater do you already own? 

☐ A solid fuel heater (e.g., wood stove, pellet stove)  

☐ A gas heater  

☐ An air-to-air heat pump (i.e., reversible air conditioning) 

☐ An electric heater 

☐ Other – which one? [open question] 

ASK ALL [single response]  

Q1. Are you planning to buy a local space heater in the coming 12 months?  

☐ No, definitely not 

☐ Probably not 

☐ Maybe 

☐ Probably  
☐ Yes, definitely  
ASK IF ANSWERED PROBABLY OR YES, DEFINITELY TO Q1 [single response]  

Q2. Do you intend to use that heater as main or additional heating? 

☐ As main heating 

☐ As additional heating 

☐ I don’t know 

ASK IF ANSWERED PROBABLY OR YES, DEFINITELY TO Q1 [single response]  

Q3. Do you intend to buy it to replace a heater you currently own (e.g., because it is broken)?  
☐ Yes 

☐ No 
☐ I don’t know  
ASK IF ANSWERED PROBABLY OR YES, DEFINITELY TO Q1 [single response]  

Q4. Do you intend to buy a fixed or portable heater? 

Fixed heaters are installed by a professional installer at a pre-determined location and cannot be moved. Portable heaters 
can be moved and do not require installation by a professional installer. 

52 

 
 
 
 Consumer survey of the energy label of air-based space heating products 

☐ A fixed heater 

☐ A portable heater 

☐ I don’t know (yet) 

ASK IF ANSWERED PROBABLY OR YES, DEFINITELY TO Q1 [single response]  

Do 

Q5. 
☐ No, I have no idea yet  

you 

already 

know 

which 

specific 

type 

of 

heater 

you 

will 

buy? 

☐ No, I’m still considering different types of heaters  

☐ Yes, I have some ideas 

☐ Yes, I know already 
ASK IF ANSWERED YES TO Q5 AND FIXED HEATER TO Q4 [single response]  

Q6. Which one? 

pop-up window with the table shown 

COLUMN 

☐ A solid fuel heater (e.g., wood stove, pellet stove)  

☐ A liquid fuel heater (e.g., ethanol heater, kerosene heater)  

☐ A gas heater  

☐ An air-to-air heat pump (i.e., reversible air conditioning) 

☐ An electric heater 

ROW 

1. 1 – Not considering it at all 

2. 2 

3. 3 

4. 4 

5. 5 – Seriously considering it 

Block 1b. Understanding task  

ASK ALL [single response]  

Q1. Each space heater is accompanied by an EU energy label. The next part of the questionnaire is about this 
energy label and its main concepts. Please take a close look at them and reply to the questions below. 

Take as an example the two labels below.  

53 

 
 
 
 Consumer survey of the energy label of air-based space heating products 

                                            Heat pump 1                        Heat pump 2 

ASK ALL [single response]  

Q1a. Which of these two heat pumps do you think uses the least amount of energy? 

☐ Heat pump 1  

☐ Heat pump 2 

☐ Both use the same amount of energy 

☐ Cannot tell based on this information 

ASK ALL [single response]  

Q1b. Which of these two heat pumps do you think is the most energy efficient? 

☐ Heat pump 1  

☐ Heat pump 2 

☐ Both are equally energy efficient 

☐ Cannot tell based on this information 

ALL 

What is energy efficiency? 

A higher energy efficiency means that if a heater uses more energy to provide the same amount of heating. In other 
words, if two heaters have the same heating capacity (i.e., produce the same amount of heat), the one that uses less 
energy is more efficient. 

Most commonly, energy efficiency is measured as the amount of energy output for a given energy input and shown as a 
number. The higher the number, the more energy efficient the appliance is. Energy efficiency is also shown on scales 
from A to G.  

ASK ALL [single response]  

54 

002023/xxyyABCDEFGABCDEFG2162282,5kW (16m2)3kWSUPPLIER'S NAME                                                         reversible290460DC33dBABCDE42dBABCDE1282 GWPABCD002023/xxyyABCDEFGABCDEFG2542,3kW (15m2)2,8kWSUPPLIER'S NAME                                                         reversible290460C33dBABCDE42dBABCDE1282 GWPABCD286B 
 
     
 
 Consumer survey of the energy label of air-based space heating products 

Q2a. Based on this information, is the idea of ‘energy efficiency’ clear to you? 

☐ No, not at all  

☐ Not sure 

☐ Yes, I think so  

☐ Yes, completely 

ASK ALL [single response]  

Q2b. Would you use this concept when deciding regarding what heater to purchase? 

☐ Yes  

☐ No  

☐ Not sure 

ASK ALL [single response]  

Q3a. ‘Global Warming Potential (GWP)’ means the measure of how much 1 kg of the refrigerant applied in the 
vapour compression cycle is estimated to contribute to global warming, expressed in kg CO2 equivalents over 
a 100 year time horizon. The higher the value, the higher the impact on global warming. Do you understand this 
concept? 

☐ No, not at all  

☐ Not sure 

☐ Yes, I think so  

☐ Yes, completely 

ASK ALL [single response]  

Q3b. Would you use this concept when deciding regarding what heater to purchase? 

☐ Yes  

☐ No  

☐ Not sure  

ASK ALL [single response]  

Q4. Solid fuels release some toxic pollutants. The most relevant is the particle pollution, also called particulate 
matter or PM. It is a mixture of solids and liquid droplets floating in the air. Is this notion clear? 

☐ No, not at all  

☐ Not sure 

55 

 
 
 Consumer survey of the energy label of air-based space heating products 

☐ Yes, I think so  

☐ Yes, completely 

ASK ALL [single response]  

Q4a. Would you be interested in seeing information regarding the air pollution of solid fuel heater in the energy 
label?  

☐ Yes, definitely 

☐ Yes, partially interested 

☐ No, not very interested 

☐ Not at all 

☐ Not sure 

ASK ALL [single response]  

Q4b. Would you use this notion when deciding regarding what solid fuel heater to purchase? 

☐ Yes  

☐ No  

☐ Not sure 

3.1.2. BLOCK 2 - Preferences and new labels 

Below we provide the choice sets, which are the binary choices that participants face during the task.  

“Now you will have to do a choice task. Imagine you are about to buy a local space heater and you have 
the essential information shown on a label. We ask you to make a number of consecutive choices. For 
each choice, you will see two labels of alternative local space heaters and you will have to select which 
one you would buy based on the available information.”  

GROUPS 1A-1B (ELECTRIC AND GAS HEATING) 

Attributes: Price (2 levels), Efficiency (2 Levels), Label (2 labels)  

Number of choices: 10 

Analysis: Main effect + Interaction effect (Efficiency * Label) 

Research questions: DCE 1A-1B allow to answer the following research questions: 

o  What are the most important attributes in determining a choice between two products?  
o  What is the interaction between efficiency and label format? 

56 

 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

1A / 1B 

Choice Set  Price  Efficiency  Label 

1 

1 

2 

2 

3 

3 

4 

4 

5 

5 

6 

6 

7 

7 

8 

8 

9 

9 

10 

10 

L1 

L2 

L2 

L1 

L1 

L2 

L2 

L1 

L2 

L1 

L1 

L2 

L1 

L2 

L1 

L2 

L1 

L2 

L2 

L1 

L2 

L1 

L2 

L1 

L1 

L2 

L1 

L1 

L2 

L2 

L1 

L2 

L2 

L1 

L1 

L2 

L1 

L2 

L1 

L2 

L2 

L1 

L1 

L2 

L2 

L2 

L2 

L1 

L2 

L1 

L2 

L1 

L2 

L2 

L1 

L2 

L1 

L1 

L1 

L1 

1B - GAS 

Choice Set  Price 

Efficiency  Label 

1 

1 

2 

2 

3 

3 

4 

4 

5 

5 

6 

6 

7 

7 

8 

8 

9 

9 

10 

10 

1700€ 

E (94) 

MERGED 

2525€ 

2525€ 

C 

A 

CURRENT 

CURRENT 

1700€ 

F (81) 

MERGED 

1700€ 

F (81) 

MERGED 

2525€ 

E (94) 

MERGED 

2525€ 

F (81) 

MERGED 

1700€ 

C 

CURRENT 

2525€ 

E (94) 

MERGED 

1700€ 

A 

CURRENT 

1700€ 

F (81) 

MERGED 

2525€ 

A 

CURRENT 

1700€ 

E (94) 

MERGED 

2525€ 

F (81) 

MERGED 

1700€ 

C 

CURRENT 

2525€ 

E (94) 

MERGED 

1700€ 

2525€ 

2525€ 

1700€ 

C 

A 

C 

A 

CURRENT 

CURRENT 

CURRENT 

CURRENT 

57 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

Intro for electric: 

1A - ELECTRIC 

“Electric  heaters  may  have  different  control 
systems: (i) basic control, with only ON/OFF 
switch, or (ii) advanced control, with functions 
as 
‘presence 
detector’.” 

‘temperature  control’  or 

Choice 
Set 

Price 

Efficiency 
capacity / control 

/ 

heating 

Label 

1 

1 

2 

2 

3 

3 

4 

4 

5 

5 

6 

6 

7 

7 

8 

8 

9 

9 

10 

10 

472€ 

G (48) / advanced 

MERGED 

622€ 

622€ 

472€ 

472€ 

622€ 

622€ 

472€ 

622€ 

472€ 

472€ 

622€ 

472€ 

622€ 

472€ 

622€ 

472€ 

622€ 

622€ 

472€ 

-- / basic 
2 kW 
-- / advanced 
2 kW  
G (42) / basic 
2 kW 
G (42) / basic 
2 kW 
G (48) / advanced 
2 kW 
G (42) / basic 
2 kW 
-- / basic 
2 kW 
G (48) / advanced 
2 kW 
-- / advanced 
2 kW 
G (42) / basic 
2 kW 
-- / advanced 
2 kW 
G (48) / advanced 
2 kW 
G (42) / basic 
2 kW 
-- / basic 
2 kW 
G (48) / advanced 
2 kW 
-- / basic 
2 kW 
-- / advanced 
2 kW 
-- / basic 
2 kW 
-- / advanced 
2 kW 

CURRENT 

CURRENT 

MERGED 

MERGED 

MERGED 

MERGED 

CURRENT 

MERGED 

CURRENT 

MERGED 

CURRENT 

MERGED 

MERGED 

CURRENT 

MERGED 

CURRENT 

CURRENT 

CURRENT 

CURRENT 

58 

 
 
 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

GROUP 1C – SOLID FUEL HEATING 

Attributes: Price (2 levels), Efficiency (2 Levels), PM (2 labels)  

Number of choices: 10Analysis: Main effect + Interaction effect (Efficiency * PM) 

Research questions: DCE 1C allows to answer the following research questions: 

o  What are the most important attributes in determining a choice between two 

products? 

o  What is the interaction between efficiency and PM value? 

Choice Set 

Price  Efficiency 

PM 

Choice Set 

Price  Efficiency 

PM 

1 

1 

2 

2 

3 

3 

4 

4 

5 

5 

1500€ 

E (92) 

20 mg (B) 

2325€ 

F (80) 

50 mg (C) 

2325€ 

E (92) 

50 mg (C) 

1500€ 

F (80) 

20 mg (B) 

1500€ 

F (80) 

20 mg (B) 

2325€ 

E (92) 

20 mg (B) 

2325€ 

F (80) 

20 mg (B) 

1500€ 

F (80) 

50 mg (C) 

6 

6 

7 

7 

8 

8 

9 

9 

1500€ 

F (80) 

20 mg (B) 

2325€ 

E (92) 

50 mg (C) 

1500€ 

E (92) 

20 mg (B) 

2325€ 

F (80) 

20 mg (B) 

1500€ 

F (80) 

50 mg (C) 

2325€ 

E (92) 

20 mg (B) 

1500€ 

F (80) 

50 mg (C) 

2325€ 

E (92) 

50 mg (C) 

2325€ 

E (92) 

20 mg (B) 

10 

2325€ 

F (80) 

50 mg (C) 

1500€ 

E (92) 

50 mg (C) 

10 

1500€ 

E (92) 

50 mg (C) 

[FOLLOW UP QUESTION]  

How did the PM value influenced your choices? 

1_ I chose products with less 'mg' because it is better 

2_ I chose products with more 'mg' because it is better 

3_ The value on PM didn't matter in my choice 

4_ The concept of PM is not very clear to me 

59 

 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

GROUP 1D – REVERSIBLE AIR CONDITIONING (RAC) 

Attributes: Price (2 levels), Efficiency (2 Levels), PM (2 labels)  

Number of choices: 10 

Analysis: Main effect + Interaction effect (Efficiency * GWP) 

Research questions: DCE 1D allows to answer the following research questions: 

o  What are the most important attributes in determining a choice between two products? 
o  What is the interaction between efficiency and GWP value? 

Choice Set 

Price 

Efficiency 

GWP 

Choice Set 

Price 

Efficiency 

1 
1 

2 
2 

3 
3 

4 
4 

5 
5 

6 
6 

7 
7 

8 
8 

9 
9 

10 
10 

L2 
L1 

L1 
L2 

L1 
L2 

L1 
L2 

L2 
L1 

L1 
L2 

L2 
L1 

L1 
L2 

L1 
L2 

L2 
L1 

L1 
L1 

L2 
L1 

L1 
L1 

L2 
L2 

L2 
L1 

L2 
L1 

L2 
L1 

L2 
L1 

L1 
L2 

L2 
L2 

L2 
L1 

L2 
L1 

L1 
L2 

L2 
L1 

L2 
L2 

L1 
L1 

L1 
L1 

L2 
L2 

L2 
L1 

L2 
L1 

1 

1 

2 

2 

3 

3 

4 

4 

5 

5 

6 

6 

7 

7 

8 

8 

9 

9 

10 

10 

2347€ 

1528€ 

1528€ 

2347€ 

1528€ 

2347€ 

1528€ 

2347€ 

2347€ 

1528€ 

1528€ 

2347€ 

2347€ 

1528€ 

1528€ 

2347€ 

1528€ 

2347€ 

2347€ 

1528€ 

C (190) 

C (190) 

B (286) 

C (190) 

C (190) 

C (190) 

B (286) 

B (286) 

B (286) 

C (190) 

B (286) 

C (190) 

B (286) 

C (190) 

B (286) 

C (190) 

C (190) 

B (286) 

B (286) 

B (286) 

GWP 

LOW 

/ 

LOW 

/ 

/ 

LOW 

LOW 

/ 

LOW 

LOW 

/ 

/ 

/ 

/ 

LOW 

LOW 

LOW 

/ 

LOW 

/ 

[FOLLOW UP QUESTION]  

How did the GWP value influenced your choices? 

1_ I chose products with less 'GWP' because it is better 

2_ I chose products with more 'GWP' because it is better 

3_ The value on GWP didn't matter in my choice 

4_ The concept of GWP is not very clear to me 

60 

 
 
 
 
 
 
 
 Consumer survey of the energy label of air-based space heating products 

GROUPS 2A-2B  

Attributes: Price (2 levels), Efficiency (2 Levels), Category (4 labels)  

Number of choices: 12 

Analysis: Main effect. 

Research questions: DCE 2A-2B allow to answer the following research questions: 

o  What are the most important attributes in determining a choice between two products of 

different categories? 

o  What is the effect of having the old and new labels on the importance of attributes 

(contrasting 2A vs 2B)? 

Intro: 

“Electric heaters may have different control systems: (i) basic control, with only ON/OFF button, or 
(ii) advanced control, with functions as ‘temperature control’ or ‘presence detector’.” 

2A - CURRENT LABEL 

Choice Set 

Price 

Efficiency 

1 

1 

2 

2 

3 

3 

4 

4 

5 

5 

6 

6 

7 

7 

8 

8 

9 

9 

10 

10 

11 

11 

12 

12 

2325€ 

1700€ 

2525€ 

1500€ 

1500€ 

622€ 

2325€ 

1528€ 

2347€ 

1500€ 

622€ 

1700€ 

2525€ 

472€ 

2347€ 

1700€ 

2325€ 

472€ 

472€ 

2347€ 

1528€ 

622€ 

2525€ 

1528€ 

A+ 

A 
(8.4kW) 
C 
(6.6kW) 
A++ 
(5.1kW) 
A++ 
(4.4kW) 
-/basic 
(4.4kW) 
A+ 
(2kW) 
A+++ 
(8.4kW) 
A+++ 
(2.8kW) 
A+ 
(2.8kW) 
-/Advanced 
(8.4kW) 
C 
(2kW) 
C 
(5.1kW) 
-/Advanced 
(5.1kW) 
A+ 
(2kW) 
A 
(3.1kW) 
A++ 
(6.6kW) 
-/basic 
(4.4kW) 
-/basic 
(2kW) 
A+++ 
(2kW) 
A+ 
(2.8kW) 
-/Advanced 
(3.1kW) 
A 
(2kW) 
A+ 
(6.6kW) 

(3.1kW) 

Category 

SOLID 

GAS 

GAS 

SOLID 

SOLID 

ELECTRIC 

SOLID 

RAC REV 

RAC REV 

SOLID 

ELECTRIC 

GAS 

GAS 

ELECTRIC 

RAC REV 

GAS 

SOLID 

ELECTRIC 

ELECTRIC 

RAC REV 

RAC REV 

ELECTRIC 

GAS 

RAC REV 

2B - MERGED LABEL 

Choice Set 

Price 

Efficiency 

Category 

1 

1 

2 

2 

3 

3 

4 

4 

5 

5 

6 

6 

7 

7 

8 

8 

9 

9 

10 

10 

11 

11 

12 

12 

2325€ 

1700€ 

2525€ 

1500€ 

1500€ 

622€ 

2325€ 

1528€ 

2347€ 

1500€ 

622€ 

1700€ 

2525€ 

472€ 

2347€ 

1700€ 

2325€ 

472€ 

472€ 

2347€ 

1528€ 

622€ 

2525€ 

1528€ 

F (80) 

E (94) 

F (81) 

E (92) 

E (92) 

G (42) 

F (80) 

B (286) 

B (286) 

F (80) 

G (48) 

F (81) 

F (81) 

G (48) 

C (190) 

E (94) 

E (92) 

G (42) 

G (42) 

B (286) 

C (190) 

G (48) 

E (94) 

C (190) 

SOLID 

GAS 

GAS 

SOLID 

SOLID 

ELECTRIC 

SOLID 

RAC REV 

RAC REV 

SOLID 

ELECTRIC 

GAS 

GAS 

ELECTRIC 

RAC REV 

GAS 

SOLID 

ELECTRIC 

ELECTRIC 

RAC REV 

RAC REV 

ELECTRIC 

GAS 

RAC REV 

61 

 
 
 
 
 
[FOLLOW UP QUESTIONS]  

In this task, have you chosen at least once… 

o  Reversible air conditioning 
o  Solid fuel heater 
o  Electric heater 

[If RAC is chosen] Why did you prefer/choose a reversible air conditioning? 

1_ because the RAC is more efficient in heating than the electric heater 

2_ because the RAC can cool as well 

3_ because it works for heating and cooling 

4_ because I expect the RAC will be cheaper to run 

5_other  

[If solid fuel is chosen] Why did you prefer/choose a solid fuel heater? 

1_ because it is more efficient in heating than the other heater 

2_ because it is less pollutant than the other heater 

3_ both 1+2 apply 

4_ because I expect it will be cheaper to run 

5_other  

[If electric heater is chosen] Why did you prefer/choose a electric heater? 

1_ because it is more efficient in heating than the other heater 

2_ because it is less pollutant than the other heater 

3_ both 1+2 apply 

4_ because I expect it will be cheaper to run 

5_other  

 
 
 
 
 
 
 
3.1.3. BLOCK 3 - Preferences for different graphic version 

“As a final task the European Commission would like to ask for your advice on the choice of 
labels for space heaters.  The aim is to have a label that is easily understood and would be 
most useful for people like you”.  

A – COMPARING GRANULARITY  

Take a look at these 5 label designs, which have different ways to graphically represent the 
energy efficiency values.   

Which one do you think… 

…looks most appealing? 

A 

B 

C 

D 

E 

2023/xxyy6,5kW33dBABCDESUPPLIER'S NAME  solid fuel room heaterABCDEFG81F29006,5kW2023/xxyySUPPLIER'S NAME  solid fuel room heaterA   >290B>240C   >190D>120E>90F>75G< 7581F33dBABCDE6,5kW2023/xxyySUPPLIER'S NAME  solid fuel room heaterA   >290B>240C   >190D>120E>90F>75G< 75F8133dBABCDE 
 
    
  
    
     
 
 
 
 
 
 
 
…is easiest to understand? 

…covers what you would need to 
know about a new space heater? 

…would  help  you  make  a 
confident decision? 

B – PARTICULAR MATTERS 

Take  a  look  at  these  two  labels,  which  include  two  different  graphical  versions  of    the  “PM 
indicator” (bottom left). 

Which one do you think… 

…looks most appealing? 

A 

B 

…is easiest to understand? 

64 

2023/xxyy6,5kW33dBABCDEXYZmgSUPPLIER'S NAME  solid fuel room heaterABCDEFG81F29002023/xxyy6,5kW33dBABCDESUPPLIER'S NAME  solid fuel room heaterABCDEFG81F2900XYZmg 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
  
 
 
 
 
 
 
 
 
…covers what you would need to 
know about a new space heater? 

…would  help  you  make  a 
confident decision? 

C – GLOBAL WARMING POTENTIAL 

Take a look at these four labels, which include four different graphical versions of  the “GWP 
indicator” (bottom left). 

Which one do you think… 

A 

B 

C 

D 

002023/xxyyABCDEFGABCDEFG3,5kW2,8kWSUPPLIER'S NAME                                                         reversible330550LOWGWP57dBABCDE64dBABCDE452B286B002023/xxyyABCDEFGABCDEFG3,5kW2,8kWSUPPLIER'S NAME                                                         reversible33055057dBABCDE64dBABCDE452B286BLOWGWP002023/xxyyABCDEFGABCDEFG3,5kW2,8kWSUPPLIER'S NAME                                                         reversible33055057dBABCDE64dBABCDE452B286BGWP002023/xxyyABCDEFGABCDEFG3,5kW2,8kWSUPPLIER'S NAME                                                         reversible33055057dBABCDE64dBABCDE452B286BGWP 
 
 
 
 
 
 
 
 
  
     
 
    
 
 
…looks most appealing? 

…is easiest to understand? 

…covers what you would need to 
know about a new space heater? 

…would  help  you  make  a 
confident decision? 

3.1.4. BLOCK 4 – Socio-demographics and environment concern 

Block 4. Socio-demographics and environmental concern 

ASK ALL [single response]  

Q1. How old are you?   

Include list of numbers 

ASK ALL [single response]   

Q2. Are you…?   

☐ Male   

☐ Female   

☐ Other   

☐ Prefer not to respond   

ASK ALL [single response]   

Q3. What is the highest level of education you have successfully completed (usually by obtaining a certificate 
or diploma)?   

 Include country-specific list.   

ASK ALL [single response]   

Q4. What is your legal marital status?   

☐ Married or in Civil Partnership  

☐ Single (Never married)  

66 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
☐ Separated/Divorced   

☐ Widowed   

ASK ALL [single response]   

Q5.  What is your household's yearly income?  

☐ 9.999 Euro or below 

☐ 10.000 Euro – 29.999 Euro 

☐ 30.000 Euro – 49.999 Euro 

☐ 50.000 Euro – 149.999 Euro 

☐ 150.000 Euro or above   

ASK ALL [single response]   

Q6. Which of the following situations best describes your current labour market status? 

☐ Employed  

☐ In search of a job  

☐ Student  

☐ Retired 

☐ Other  

ASK ALL [single response]   

Q7. Thinking about your household’s financial situation, how easy or difficult would you say it is to make ends 
meet? 

☐ Very easy 

☐ Fairly easy 

☐ Neither easy nor difficult 

☐ Fairly difficult 

☐ Very difficult 

☐ I don’t know 

ASK ALL [single response]   

Q8. Which of the following best describes where you live?  

☐ 
☐ 
☐ 
☐ The countryside 

A 
A 
A 

city 
town 
village 

 
 
 
ASK ALL [single response]  

Q9. Please indicate how much you agree or disagree with the following statements. 

Strongly 
disagree 

Disagree  Somewhat 
disagree 

Neither 
agree nor 
disagree 

Somewhat 
agree  

Agree 

Strongly 
agree  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

☐  

I  am  worried  about 
environment 

the 

should 

People 
environmentally-friendly 
products 

buy 

It  concerns  me  that  people 
do  not  care  enough  for  the 
environment 

I  have  switched  to  another 
brand  sometimes,  because 
it  was  better 
the 
environment 

for 

To protect the environment, 
I often buy environmentally-
friendly products 

3.2. Technical annex 

In  this  technical  annex  we  present  additional  information  regarding  the  statistical  analysis  for  the  different 
experimental conditions. In particular, we show the estimates for the main effects and the interactions effects for 
the different experimental conditions. Here, we provide a short description of the variables presented in the tables 
below: 

•  Prob > chiSQ indicates the probability of obtaining the chi-square statistic given that the null hypothesis is 

true. Values below 0.05 are usually considered indicating statistical significance. 

•  DV refers to degrees of freedom: the maximum number of logically independent values, which are values 
that have the freedom to vary, for a given variable. For instance, if the number of categories is 2, the DV 
is one (i.e., n-1). 

• 

The L-R ChiSquare assesses the goodness of fit of two competing statistical models based on the ratio of 
their likelihoods. 

1A - Electric heating 

Figure 56 Electric systems - Main effects 

68 

 
 
 
 
 
 
 
 
 
 
 
 
Figure 57 Electric systems - Interactions effects  

1B – Gas fuel heating 

Figure 58 Gas systems - main effects  

Figure 59 Gas systems - Interactions effects 

1C – Solid fuel heating systems 

Figure 60 Solid fuel systems - Main effects 

 
 
 
 
 
 
 
 
 
 
 
Figure 61 Solid fuel systems - Interactions effects 

Figure 62 Solid fuel systems - Marginal effects 

1D – Reversible air conditioning (RAC) 

Figure 63 RAC systems - Main effects  

Figure 64 RAC systems - Interactions effects 

70 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
2A – Current labels 

Figure 65 Main effects Current labels 

Figure 66 Current labels - Interactions effects 

2B – Merged labels 

Figure 67 Merged labels - Main effects 

Figure 68 Merged labels - Interactions effects 

 
 
 
 
 
 
 
 
 
 
GETTING IN TOUCH WITH THE EU 

In person 

All over the European Union there are hundreds of Europe Direct information centres. You can find the 
address of the centre nearest you at: https://europa.eu/european-union/contact_en 

On the phone or by email 

Europe Direct is a service that answers your questions about the European Union. You can contact 
this service: 

– by freephone: 00 800 6 7 8 9 10 11 (certain operators may charge for these calls), 

– at the following standard number: +32 22999696, or  

– by email via: https://europa.eu/european-union/contact_en 

FINDING INFORMATION ABOUT THE EU 

Online 

Information about the European Union in all the official languages of the EU is available on the Europa 
website at: https://europa.eu/european-union/index_en 

EU publications 

You can download or order free and priced EU publications from: https://op.europa.eu/en/publications. 
Multiple copies of free publications may be obtained by contacting Europe Direct or your local 
information centre (see https://europa.eu/european-union/contact_en). 

EU law and related documents 

For access to legal information from the EU, including all EU law since 1952 in all the official language 
versions, go to EUR-Lex at: http://eur-lex.europa.eu 

Open data from the EU 

The EU Open Data Portal (http://data.europa.eu/euodp/en) provides access to datasets from the EU. 
Data can be downloaded and reused for free, for both commercial and non-commercial purposes. 

72