Abstract
This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.
Highlights
Introduction nal affiliationsAs environmental sustainability becomes increasingly important [1,2,3], rise in energy consumption has caused concerns worldwide and could impede the achievement of the United Nations’ sustainable development goals for 2030
To enhance the predictive power of the model for energy-efficient appliances and sustainable consumption, our studies develop on this proposition conceptually and provide the empirical evidence to validate the proposed model in the context of Pakistan
This study finds that utilitarian environmental benefits and warm glow benefits have significant positive effects on consumers’ attitude toward efficient appliances (EEAs)
Summary
As environmental sustainability becomes increasingly important [1,2,3], rise in energy consumption has caused concerns worldwide and could impede the achievement of the United Nations’ sustainable development goals for 2030. In an attempt to address these issues, policies emphasizing energy efficiency have grown in prominence over the recent decades. The European Commission devised a plan to reduce energy consumption by 27% [4]. Increased energy efficiency may help to reduce fossil fuel consumption and CO2 emissions [5]. According to Ek and Söderholm [6], policymakers believe that consumers should be made more aware of the environmental side effects of their energy consumption
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