Pro-Environment Light Bulb Labeling Turns Off Conservatives, Study Finds
Green labeling causes some consumers to shun energy-efficient light bulbs even when they know the choice could save them money, a new study finds.
"I think we've shown the negative consequences of environmental messaging," explained Dena Gromet, of the Wharton School of the University of Pennsylvania, lead author of a study published today in the Proceedings of the National Academy of Sciences. "In particular, you can lose significant portions of people who would otherwise be interested in these products when you use that environmental labeling. So it indicates that different messages can reach different groups." (See related interactive: "Light Bulb Savings Calculator.")
The United States is one of many countries forcing a switch to more efficient light bulbs. In January, new efficiency requirements went into effect for 75-watt incandescent bulbs, following new standards on 100-watt bulbs a year earlier. (See related story: