Abstract
This research investigates the drivers behind consumer adoption of environmentally friendly air conditioners (Acs) labelled with low CO2 emissions. Through a blend of qualitative interviews and quantitative surveys, key determinants including environmental awareness, perceived effectiveness, price sensitivity and trust in green certifications are analyzed. Results suggests that environmental consciousness significantly impacts adoption decisions, alongside product effectiveness and trust in certifications. Moreover, price sensitivity remains a barrier, underscoring the need to balance environmental benefits with affordability. This study offers valuable insights for marketers and policymakers aiming to promote eco- friendly AC adoption.
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