Loads of green washing—can behavioural economics increase willingness-to-pay for efficient washing machines in the UK?

The EU energy efficiency labelling scheme has successfully increased demand for efficient appliances by providing a prominent letter rating to consumers during their product search. Behavioural economics (BE) suggests the adoption of efficient appliances could be accelerated further by: (i) monetising efficiency, (ii) directly communicating the link between efficiency and carbon emissions, (iii) communicating the long-term (e.g., operational...