Research on Consumer Energy-Saving Awareness Based on Online Reviews of Energy-Efficient Home Appliances

Green consumption is a key development strategy outlined in China's “14th Five-Year Plan” and the 2035 Vision Outline. Research reports indicate that 80% of consumers are in favor of sustainable consumption practices. Despite this, several studies suggest that there exists a noticeable gap between intention and behavior in consumers’ eco-friendly consumption patterns. Utilizing web crawler technology, this study collected data on 8,020 home appliances that were energy-efficient and screened 1.481 million customer opinions associated with these products on Jingdong platform. The study measured consumer energy-saving attention through word frequency statistics. The research concluded that consumers’ attention towards energy-saving behaviors when utilizing energy-efficient home appliances was low, accounting for merely 4.279% of their energy consumption. This outcome highlights the observed gap between consumers’ environmental intentions and their actual energy-saving behaviors. Besides, based on descriptive analysis and Kruskal-Wallis test results, the study discovered significant differences in consumers’ levels of energy-saving attention towards various categories and energy efficiency levels of eco-friendly home appliances. As a solution, the study recommends that businesses can guide customers to improve their energy-saving attention through effective customer service guidance, offers such as gift coupons, augmented yet meaningful experience cards, or even through setting up a dedicated energy-saving comment section. The proposal aims to amplify other consumers’ comprehension of energy-saving information and usage experience of ecological products.