When technology backfires and when it succeeds: positive and negative effects of eco-efficient automation on consumers' choices

Automation is defined as the execution, by means of an object or system, of tasks that previously belonged to a human (Gandino et al., 2009; Hengstler, Enkel, & Duelli, 2016). More and more products contain varying levels of automation, in particular eco-features that allow the product to automatically manage aspects of energy consumption. In fact, it’s important to note that while there are many different kinds of automated products many of them share the goal of “sustainability” and, more accurately, energy efficiency (Li, Li, Mak, & Tang, 2016). With regards to sustainable automation, it is not clear what an emphasis on such a product attribute will trigger in the mind of a potential buyer. Emphasizing eco-features in automated products might have unintended consequences on consumption behaviour, such as inducing people to abdicate their control of their energy consumption, which may ultimately result in excessive consumption (Murtagh, Gatersleben, Cowen, & Uzzell, 2015). Furthermore, products described as sustainable may be viewed as “gentler” than standard products which detracts from how effective they are perceived to be (Luchs, et al., 2010). However, labelling a product as sustainable may also lead to reduced consumption, because of the activation of a prosocial focus and a concern for public wellbeing, especially when consumers feel related to others (Farmer et al., 2017).