The introduction of economic measures to support the consumer could spur the replacement of old household appliances. The confirmation in a survey by Istituto Piepoli for Ediel
Article by Olivia Rabbi
The replacement of household appliances is an option Italians have at their disposal to reconcile sustainability and efficiency, but it is a choice they are putting off. And an answer to push the consumer accelerator could come from targeted economic incentives. This is the message that emerged from the recent survey conducted by Istituto Piepoli, commissioned by Ediel, an Italian service company for the digitalisation of the household appliance supply chain, in which APPLiA Italia, the Confindustria association of household appliance manufacturers, and Aires Confcommercio, the Italian Association of Specialised Household Appliance Retailers, participate.
The survey was carried out from 21 to 29 October 2024 through 1,000 interviews using CATI/CAWI methodology, to a representative sample of the Italian population of males and females aged 18 and over, segmented by gender, age, major geographical breakdowns and size of centres.
Among the salient data, 70% of respondents say they have considered replacing one or more of their household appliances but most of them have not followed up on their intention. Refrigerator and washing machine are in first place, each with 18% of the options expressed, among the appliances that Italians would like to change; an important food for thought given that these appliances are among those that remain in Italian homes the longest, with an average age of over 12 years (Enea Simte data).
Replacement of electrical or electronic household appliances: which product have you considered replacing?
- Refrigerator 18%
- Washing machine 18%
- Mobile phone 13%
- Electric oven 9%
- PC 7%
- Dishwasher 6%
- Hob 6%
- TV set 6%
- Microwave 4%
- Air conditioner 2%
- Tablet 2%
- Freezer 1%
- Other 5%
Source: Survey ‘Sustainability in the Eldom sector’, Ediel
Price first
The main factor influencing the choice of whether or not to purchase new appliances in place of older ones continues to be price, as indicated by 66% of Italians, but there is also a strong increase in the consideration of the energy class of the model chosen (52%), despite the fact that greater energy efficiency is combined with lower costs in the bill. Replacing a product that is more than 10 years old with a new generation appliance in fact reduces its electricity consumption by more than 60% on average. 91% of the respondents take the energy label into consideration a great deal before choosing a product to purchase.
The application of ad hoc incentives for the replacement of old appliances would pave the way for the purchase of new eco-efficient appliances. According to the survey, more than 50% of those who had not considered replacing appliances are willing to do so in return for a financial incentive. The suitable incentive according to the vast majority of respondents (57%), should be at least 20% of the product cost.
The survey was also an opportunity to take the pulse of Italians on the subject of energy awareness, which is on the rise with 70% of respondents recognising the energy savings that new models can bring, demonstrating a growing focus on reducing domestic consumption.
The most important aspects when choosing a product to buy
- Price 66%
- Energy efficiency class/consumption 52%
- Brand 33%
- Durability 20%
- Ease of use 14%
- Repairability 2%
Source: ‘Sustainability in the Eldom sector’ survey, Ediel
Correct disposal of WEEE
Discarding an old appliance leads to proper disposal. But, as the survey shows, in this case the road is still uphill. Speaking of WEEE, only 59% of respondents claim to be sufficiently informed about how to dispose of waste electrical and electronic equipment. It is therefore essential to link the replacement of household appliances to the correct disposal of old products, promoting a sustainable circular economy.
«This survey», says Marco Imparato, General Manager of APPLiA Italia Confindustria, «clearly highlights the need for concrete measures to incentivise the replacement of old household appliances with more efficient and sustainable models. Economic incentives will not only stimulate the economy, but will be crucial to reduce energy consumption and promote a circular economy. We are ready to work together with the government and stakeholders to implement these policies and lead Italy towards a greener and more technologically advanced future».
Davide Rossi, Director General of Aires Confcommercio, adds: «Incentivising the replacement of old household appliances will reduce the country’s electricity consumption and household bills by recovering the old appliances to be scrapped without dispersing them into the environment. As retailers, we will ensure that the procedures are perfectly executed, as was the case for the TV bonus in previous years».
