Green but Unpopular? Analysis on Purchase Intention of Heat Pump Water Heaters in China

Abstract

Consumers are always influenced by external information before making decisions to purchase energy-saving electric appliances. However, the effects of different information sources are overlooked by previous studies. As a kind of green and safe appliance, the Heat Pump Water Heater (HPWH) is expected to be popular in the Chinese market. This study, based on an investigation in eastern China, will reveal the attitudes of potential consumers to HPWHs and verify the effects of different information sources. The results show that official information (Information from enterprises and governments) can arouse consumers’ positive attitudes toward HPWHs, yet can significantly reduce perceived usefulness among consumers, while unofficial information (Information from relatives and friends) negatively affects their attitudes. Although HPWHs are billed as energy-saving and eco-friendly appliances, consumers can obtain different information from online or offline interpersonal communications to obtain user feedback (which might be negative) before purchase. Some suggestions are proposed to promote energy-saving appliances.