Determinants of Consumer Intentions to Purchase Energy-Saving Household Products in Pakistan

Saqib Ali, Habib Ullah, Minhas Akbar, Waheed Akhtar and Hasan Zahid
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Saqib Ali: Department of Management Sciences, COMSATS University Islamabad (Sahiwal Campus), Sahiwal 5700, Pakistan
Habib Ullah: Department of Management Sciences, COMSATS University Islamabad (Sahiwal Campus), Sahiwal 5700, Pakistan
Minhas Akbar: Department of Management Sciences, COMSATS University Islamabad (Sahiwal Campus), Sahiwal 5700, Pakistan
Waheed Akhtar: Faculty of Management Sciences, International Islamic University, Islamabad 44000, Pakistan
Hasan Zahid: Ghazali Shafia Graduate School of Government, Univesiti Utara Malaysia, Kedah 06010, Malaysia

Sustainability, 2019, vol. 11, issue 5, 1-20

Abstract: The looming threat of climate change has become an undeniable harsh reality. Inefficient energy consumption is one of the major causes of this threat. Protecting the aquatic and terrestrial environment by reducing carbon footprints is a shared responsibility. In this pursuit, the contribution of household sector is extremely valuable and use of energy-saving products can be helpful to epitomize the goal of achieving sustainability. This study aims to investigate the determinants of consumers’ intention to purchase energy-saving household products by integrating the Theory of Planned Behavior (TPB) and Technology Readiness Index (TRI) 2.0’s four indicators (optimism, innovativeness, discomfort and insecurity). This study applied a hypo deductive research approach. Using cross sectional data, a total 396 valid questionnaires were collected to validate the proposed hypothesis by using Partial Least Square (PLS) path modeling approach (a variance based SEM technique). Results showed that contributors of technology readiness positively influence residents’ attitude towards their buying intention, while inhibitors of technology readiness negatively affect this relationship. Further, attitude and perceived behavioral control were found to be significant determinants of intention to purchase energy-saving household products. Based on the above research findings, implications for marketers and policy makers are discussed, moreover future research directions are suggested.

Keywords: Energy-saving household products; consumer purchase intentions; Theory of planned behavior; Technology readiness index; Pakistan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (21)

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