An extension of the goal-framing theory to predict consumer’s sustainable behavior for home appliances

Abstract

This study aims to investigate the extended role of goal-framing theory (GFT) on the energy-saving air conditioners called inverter air conditioners (IACs) in the context of the developing market (Pakistan). The GFT has three constructs, gain motivations, hedonic motivations, and normative motivations, which affect consumers’ sustainable behavior. The study is based on a survey of IAC users with the final sample size of 418 and using PLS-SEM. The empirical findings highlight the importance of all the three motivational factors and the negative moderation of perceived behavior control (PBC). There is a substantial direct effect of normative motivations, whereas the direct effect of gain motivations on sustainable intentions is insignificant. Implications for the marketing professionals and policymakers suggested the use of a mix-motivational approach to get sustainable results while promoting sustainable products like IACs. Avenues for further exploration into this area have also been recommended to future researchers.