우리나라 에너지효율등급은 효율적인가? 에너지 효율 숫자 제시방법이 소비자의 에너지 효율 지각에 미치는 영향

This study investigates how the framing of the Energy Efficiency Grade Label (EEGL) influences consumer perceptions of product energy efficiency. Specifically, it examines two key framing variables: numerical denotation (small-is-better vs. large-is-better) and presentation order (improving vs. declining sequence). The research explores how these design choices affect the effectiveness of EEGLs in communicating energy efficiency information. Two empirical studies demonstrate that EEGL framing influences consumers’ ability to distinguish between high- and low-efficiency products. Communication was most effective when lower numbers indicated higher efficiency (i.e., small-is-better) and the labels were arranged in an improving sequence (from low to high efficiency). Additionally, consumers’ involvement with energy saving moderated these effects. These findings suggest that effective presentation of EEGL information can enhance consumer understanding, support informed decision-making, and help close the energy efficiency gap. The study also offers policy recommendations for improving the current EEGL system in Korea.