The European Union's Energy Label for Smartphones: Does it Guide Consumers to Make Environmentally Sustainable Choices?

The European Commission adopted an EU Energy Label for smartphones and tablets in June 2023. For the first time, the EU Energy Label will depict, among energy efficiency, also a reparability score, battery endurance, battery lifetime, drop resistance and dust and water ingress protection. However, does the multitude of parameters bear the risk to confuse consumers instead of triggering environmentally sustainable purchase decisions? In a survey in Germany, consumers were asked to make a choice when the label does not clearly identify the environmentally better product. Instead, energy efficiency has to be valued against reparability, reliability against energy efficiency, and rep arability against reliability. The sustainability lever of the different aspects is not the same, as e.g. lifetime extension has a much more positive environmental impact than energy efficiency in case of mobile devices. Therefore, the question remains, whether consumers intuitively make the right choice. Results of the survey indicate that consumers interpret the complex label in the desired manner and value those aspects higher, which indeed have a more positive effect on the environment.