Influence Mechanism of Energy Efficiency Label on Consumers' Purchasing Behavior of Energy-Saving Household Appliances.

Guo Si-Dai,Li Hang,Lu Cheng-Peng,Zhu Ning

doi:10.3389/fpsyg.2021.711854

Guo Si-Dai, Li Hang + Show 2 more

Open Access

https://doi.org/10.3389/fpsyg.2021.711854

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Abstract

Mandatory energy efficiency label is an effective way to change consumers’ consumption habits and guide them to buy energy-saving appliances. However, few studies concerned about the impact of energy efficiency label on consumers’ purchasing behavior. Based on the theory of planned behavior (TPB), social cognitive theory and signaling theory, this paper constructs a theoretical model of the effect of the energy label on consumers’ purchasing behavior of energy-saving household appliances. The survey data of 396 household appliance consumers in Mianyang City, China, are collected by the interception method, and the theoretical model is tested by structural equation modeling (SEM). Empirical results of this study indicate that consumers’ cognition and perceived value of energy efficiency label significantly affect label trust. Perceived value has a significant impact on consumers’ purchasing behavior of energy-saving appliances, while label cognition and label trust indirectly influence consumers’ purchasing behavior through the intermediary variable of purchase intention. External environmental factors such as publicity and education as well as subjective norms affect consumers’ actual purchasing behavior through the intermediary effect of purchase intention. This study provides important insights into the policy intervention measures to promote consumers’ purchasing behavior of energy-saving appliances.

Highlights

Energy consumption of household appliances is an important component of household energy consumption in China
The empirical results show that label cognition has no significant effect on purchase intention and purchase behavior, but indirectly affects purchase intention and further affects purchase behavior through the intermediary variable of label trust (Wang B. et al, 2019)
This conclusion is consistent with the research results of most scholars (Wang B. et al, 2019), which further verifies the correctness of the ternary interaction model of social cognitive theory

Summary

Introduction

Energy consumption of household appliances is an important component of household energy consumption in China. Consumers’ Purchasing Behavior of Energy-Saving governments all over the world, including China, have realized the importance of promoting energy-saving appliances and guiding consumers to use them, and have issued various supportive policies, among which the most effective is the informative energy efficiency label program. By July 2020, the catalog of products with energy efficiency label has been updated to the 15th batch The implementation of this system has accelerated the elimination of low efficiency household appliances. Energy efficiency label is a common tool to reduce energy consumption of household appliances in many countries around the world (Mahlia and Saidur, 2010; Anna et al, 2018), which provides additional information about product characteristics for consumers and especially plays a crucial role in shaping consumers’ choice of energy-saving electrical products (Zainudin et al, 2014)

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