Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior

Muhammad Yaseen Bhutto, Xiaohui Liu, Yasir Ali Soomro, Myriam Ertz and Yasser Baeshen
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Muhammad Yaseen Bhutto: Economics and Management School, Wuhan University, Wuhan 430072, China
Xiaohui Liu: School of Information Management, Wuhan University, Wuhan 430072, China
Yasir Ali Soomro: Faculty of Economics and Administration, King Abdulaziz University, Jeddah 21577, Saudi Arabia
Myriam Ertz: Labo NFC, Department of Economics and Administrative Sciences, University of Quebec in Chicoutimi, Saguenay, QC G7H 2B1, Canada
Yasser Baeshen: Faculty of Economics and Administration, King Abdulaziz University, Jeddah 21577, Saudi Arabia

Sustainability, 2020, vol. 13, issue 1, 1-25

Abstract: This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.

Keywords: energy-efficient appliances; utilitarian environmental benefits; warm glow benefits; normative beliefs; moral obligations; theory of planned behavior; eco-literacy; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:13:y:2020:i:1:p:250-:d:470230

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