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<p>This study investigates South Korean households’ preferences for refrigerator attributes using a choice experiment with 1,000 respondents from across the nation, analyzed via a mixed logit model to account for preference heterogeneity. Five key attributes—energy efficiency, warranty period, storage capacity, upper cooling compartment, and price—yielded statistically significant coefficients consistent with economic theory. Energy efficiency grade emerged as the most influential attribute, with an estimated mean marginal willingness to pay (MWTP) of KRW 471.6 thousand (USD 339.8) for a one-level improvement in efficiency grade as indicated by the mandatory energy label. This suggests that households place greater value on the actual efficiency performance conveyed by the label rather than its mere presence. The MWTP for storage capacity was comparatively small, amounting to KRW 5.4 thousand (USD 3.9) per additional liter. In contrast, Upper cooling compartment was associated with a considerable MWTP of KRW 442.8 thousand (USD 319.0) when compared with a lower cooling compartment, while an additional year of warranty period received a relatively modest valuation. Simulations for hypothetical refrigerator profiles confirmed efficiency’s centrality amid usability trade-offs. The findings underscore efficiency’s dual economic-environmental appeal, advocating tiered incentives and refined labelling that better convey the economic value of higher efficiency grades revealed in this study, thereby aligning label design with consumers’ willingness to pay for efficiency improvements.</p>

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Consumers’ preferences for energy efficiency in refrigerators: a choice experiment in South Korea

  • 期刊论文

  • 发表日期：

    2026年6月24日

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  • Ji-Yu Kim,
  • Hong-Won Choi,
  • Seung-Hoon Yoo

摘要

This study investigates South Korean households’ preferences for refrigerator attributes using a choice experiment with 1,000 respondents from across the nation, analyzed via a mixed logit model to account for preference heterogeneity. Five key attributes—energy efficiency, warranty period, storage capacity, upper cooling compartment, and price—yielded statistically significant coefficients consistent with economic theory. Energy efficiency grade emerged as the most influential attribute, with an estimated mean marginal willingness to pay (MWTP) of KRW 471.6 thousand (USD 339.8) for a one-level improvement in efficiency grade as indicated by the mandatory energy label. This suggests that households place greater value on the actual efficiency performance conveyed by the label rather than its mere presence. The MWTP for storage capacity was comparatively small, amounting to KRW 5.4 thousand (USD 3.9) per additional liter. In contrast, Upper cooling compartment was associated with a considerable MWTP of KRW 442.8 thousand (USD 319.0) when compared with a lower cooling compartment, while an additional year of warranty period received a relatively modest valuation. Simulations for hypothetical refrigerator profiles confirmed efficiency’s centrality amid usability trade-offs. The findings underscore efficiency’s dual economic-environmental appeal, advocating tiered incentives and refined labelling that better convey the economic value of higher efficiency grades revealed in this study, thereby aligning label design with consumers’ willingness to pay for efficiency improvements.