Evaluating the effect of life-cycle cost disclosure on consumer behavior. Evidence from two randomized online field experiments with household appliances.

"Life-cycle cost = price + operating cost"

In our experiments, consumers who were actually shopping for appliances were shown life-cycle cost estimates
1. for cooling appliances at a price comparison website and
2. for washing machines in an online shop. 
As a result, those users who randomly received the life-cycle cost information clicked on somewhat more energy-efficient appliances, on average, than those users who did not see life-cycle cost. More detailed results on consumer behavior and business implications can be found in the publications.  

Sample screenshots of the experimental websites (click to enlarge):