Purchasing energy-saving products is key for public participation in energy conservation and sustainable development. However, the sale of fraudulent energy-saving products has boomed through online shopping, with little research on these products and consumer demands. This study explored the underlying factors driving consumer purchases of fraudulent energy-saving products and measured their impact on environmental awareness. Sales data for such products from four major online shopping platforms were collected. Results suggested unique demand characteristics from consumers who unknowingly purchase fraudulent energy-saving products, referred to as "hidden energy savers", including a preference for moderately priced products, a desire for straightforward energy-saving explanations, and a tendency to seek multiple additional features, even if they conflict with the core functionality. Perceived installation and usage difficulty significantly influences purchasing behavior. A practical survey of freight companies and individual transporters' demand for freight energy-saving products was conducted as a case study to validate the practical application of this research. This study presents a novel perspective on public energy-saving behavior, aiding in creating true energy-saving products, boosting public energy conservation interest, and reducing the negative impact of fraudulent products on environmental awareness. It also sheds light on hidden consumer needs, guiding the development of authentic energy-saving products.
