Bridging Green Gaps: The Buying Intention of Energy Efficient Home Appliances and Moderation of Green Self-Identity

Ya Li,Abu Bakkar Siddik,Xiujian Wei,Mohammad Masukujjaman

doi:10.3390/app11219878

Abstract

This study investigates the factors influencing the buying intention of energy-efficient home appliances in Bangladesh. It also develops a conceptual framework that integrates additional constructs with the theory of planned behavior (TPB) and borrows questions from past literature. Employing a convenience sampling technique, a total of 365 completed structured questionnaires were gathered from various super shops in Dhaka, Bangladesh. The structural equation modeling (SEM) technique was thereafter used to analyze the data with the AMOS 21. The study established that environmental knowledge, attitude, subjective norms, and perceived behavioral control significantly affected the consumers’ buying intention of energy-efficient home appliances (EEHA). The result revealed a significant relationship between environmental concern, environmental knowledge, subjective norms, eco-labeling, and attitude towards buying. It also confirmed that the green self-identity moderates the existent relationship between the attitude and buying intention of energy-efficient home appliances, while environmental knowledge does not. The research advances numerous policy suggestions to managers or marketers, as well as future research directions.

Highlights

A household sector plays a significant role in energy conservation and environmental sustainability in using energy-saving goods [1]
The result section covers the demographic profile of the respondents, reliability, and validity of constructs, followed by the confirmatory factor analysis, structural equation modeling, and moderation analysis
This study investigated the factors influencing the buying intention of efficient home appliances (EEHA) in Bangladesh

Summary

Introduction

A household sector plays a significant role in energy conservation and environmental sustainability in using energy-saving goods [1]. Smaller energy demand and improved efficiency are widely recognized as the most optimistic, fast, economical, and secure alternative to alleviating environmental deterioration and climate change [2,3]. Policymakers have emphasized the need for individuals to take responsibility for their immediate environment. These include recycling, use of green label products, and reduction in power usage [4]. Energy saves in the residential sector are dependent on users’ technological and habitual behavior. Technological choices include consumers’ preference for energy-efficient or traditional equipment, while habitual acts include their practices of turning off appliances when not in use [8]

Methods

Results

Discussion

Conclusion