Abstract
Abstract Efficient water-saving appliances are an essential part of changing water consumption toward a more sustainable future. Unlike previous studies, this research focuses on egoistic and altruistic values as determinants of consumers' willingness to buy efficient water-saving appliances. In this study, a convenient sampling technique was used to solicit data from 308 potential consumers. Using a two-step structural equation model method for data analysis, the results show that both egoistic and altruistic values affect the willingness of consumers to purchase efficient water-saving appliances. However, compared with altruistic values, egoistic values had a greater influence on consumers' purchasing intention. From the Chinese perspective, this study is one of the primary efforts to understand the association and importance of ethical values and consumers' willingness to support water-saving innovations. The findings of this study put forward significant policy effects that could serve as a benchmark for measures that are likely to promote purchasing intentions toward efficient water-saving appliances.
Highlights
The subject of protecting and understanding of water environment is constantly growing, explains why water environmental resource protection has become a major concern for the governments and environmental protection agencies but as well, citizens have been identified to play significant roles toward the protection of the water environment (Mondéjar-Jiménez et al ). Be as it may be, the work of Stern et al ( ) highlighted significant findings that address the gap between human attitudes and behavior in the sphere of water resource management; the findings show that, while awareness is notably increasing, active respect for the water environment increases at a slower rate
For developing and water-stressed countries, improving the willingness of residents to buy high-efficiency water-saving appliances is of great significance to economic growth, improvement of water-saving technologies, and the management of water resources
The study concludes that the joint coordination between altruistic and egoistic value orientations in predicting purchase intention could not be overemphasized but a significant component needed in the definition and re-structuring of environmental policies and innovations that seek to enhance the management of water resources
Summary
The subject of protecting and understanding of water environment is constantly growing, explains why water environmental resource protection has become a major concern for the governments and environmental protection agencies but as well, citizens have been identified to play significant roles toward the protection of the water environment (Mondéjar-Jiménez et al ) Be as it may be, the work of Stern et al ( ) highlighted significant findings that address the gap between human attitudes and behavior in the sphere of water resource management; the findings show that, while awareness is notably increasing, active respect for the water environment increases at a slower rate. This relationship is quite understandable because individuals are heterogeneous and have a complex mental constellation of values and different interpretations of proenvironmental issues
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