Exploring Consumer Transition to Energy-Efficient Household Appliances in Indonesia: The Mediating Role of Curiosity in a Push-Pull-Mooring Framework

Andika Andika (), Maslikhah Maslikhah (), Nobel Kristian Tripandoyo Tampubolon (), Danang Wahyudi (), Titop Dwiwinarno () and Malik Abd Karim Amirullah ()
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Andika Andika: Management Study Program, Faculty of Economics and Business, Janabadra University, Yogyakarta, 55231, Indonesia
Maslikhah Maslikhah: Postgraduate Program, Universitas Islam Negeri Salatiga, Central Java, 50716I, Indonesia
Nobel Kristian Tripandoyo Tampubolon: Master's Program in Agribusiness, Faculty of Agriculture, Diponegoro University, Semarang, 50275, Indonesia
Danang Wahyudi: Management Study Program, Faculty of Economics and Business, Janabadra University, Yogyakarta, 55231, Indonesia
Titop Dwiwinarno: Management Study Program, Faculty of Economics and Business, Janabadra University, Yogyakarta, 55231, Indonesia
Malik Abd Karim Amirullah: Faculty of Islamic Economics and Business, Islamic State University Sunan Kalijaga, Yogyakarta, 55281, Indonesia

International Journal of Energy Economics and Policy, 2025, vol. 15, issue 2, 9-22

Abstract: This research is motivated by the increase in energy consumption in the Indonesian household sector, especially on the island of Java, which contributes significantly to greenhouse gas emissions. Although the government has implemented an energy-saving label policy, the adoption of energy-saving appliances still needs to be higher. The main problems identified include low consumer awareness of the long-term benefits, high perception of initial costs, and lack of effective information dissemination. This study aims to analyze the factors that affect consumer intentions in switching to energy- efficient appliances using the Push-Pull-Mooring (PPM) theory. Environmental consciousness functions as a push factor, social media, energy-saving labels, Curiosity as a pull factor, and technology compatibility as a mooring factor. A quantitative survey was conducted on 310 households in Java, and the data was analyzed using PLS-SEM. The results show that environmental consciousness and Curiosity influence consumers' intention to switch, while technology compatibility strengthens adoption decisions. In addition, social media and energy labels directly increase consumer curiosity about energy-efficient appliances. The implications of this study include strategic recommendations for governments and marketers to increase awareness campaigns and financial incentives and leverage social media to accelerate the adoption of sustainable technologies in the household sector.

Keywords: Push-Pull-Mooring Framework; Energy-Efficient Household Appliances; Social Media Influence; Energy-Efficient Labels (search for similar items in EconPapers)
Date: 2025
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DOI: 10.32479/ijeep.17744

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