Can presenting water efficiency information in product titles promote consumers' green purchase in online shopping environment? Evidence from the double machine learning model

April 1, 2026Journal of Energy and Climate ChangeOpen Access

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Key Points

The research aims to identify how water efficiency information in product titles impacts consumers' green purchasing behaviors in an online shopping environment.
Analyzed 3589 toilet product titles from Taobao and Tmall platforms.
Utilized a double machine learning model to assess the impact of water efficiency information in titles.
Evaluated different aspects of water efficiency information, including occurrence, frequency, and position in the title.
Occurrence of water efficiency information promotes purchases of standard toilets only.
Higher frequency of water efficiency information significantly increases sales of water efficiency class I toilets, while hindering standard toilet purchases.
Position of water efficiency information later in the title enhances purchases for standard toilets and class I smart toilets.

Examines how water efficiency info influences green purchases in online shopping, indicating its effects vary by product type.

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Jia et al. (2026) studied this question.

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