Role of social influence in adoption of energy-efficient household systems among Pakistani consumers: a quantitative study

Muhammad Muzummil Sibtain, Muhammad Hashim, Fausto Pedro García Márquez, Sajjad Ahmad Baig and Muhammad Nazam

International Journal of Housing Markets and Analysis, 2024, vol. 19, issue 1, 66-92

Abstract: PurposeThe adoption of energy-efficient systems is crucial for Pakistan to meet its growing energy demand and address its energy challenges. However, adoption of these systems in Pakistan is hindered by several barriers, including economic constraints, lack of awareness and social attitudes toward sustainable development. Therefore, the purpose of this study is to explore adoption of energy-efficient household systems and the associated social influence.Design/methodology/approachThe study incorporates social influence as a mediating factor to examine the relationships between awareness of consequences, perceived consumer effectiveness and attitudes toward the adoption of energy-efficient systems. A quantitative survey method was used to collect data from households from Faisalabad, Pakistan. A total of 203 valid questionnaires were received and data analyzed through SmartPLS 4 for structural equation modeling.FindingsThe results revealed that awareness of consequences positively impacts compliance, social identification and internalization, while perceived consumer effectiveness has a positive relationship with social identification and internalization. Moreover, the positive association of social identification and internalization with attitude were supported but relationship of compliance with attitude was unsupported.Practical implicationsThe results may also be used to develop compelling marketing campaigns focusing environmental conservation and social influence for positive attitude development.Originality/valueThe study contributes to theoretical literature by examining the empirical relationships between specific individual characteristics and societal pressure that play a critical role in shaping attitudes toward the acceptance of energy-efficient systems. Additionally, the study's findings offer actionable implications for policymakers and marketers, contributing to the development of targeted interventions for promoting sustainable consumption.

Keywords: Awareness of consequences; Perceived consumer effectiveness; Compliance; Social identification; Internalization; Attitude towards adoption (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ijhmap:ijhma-04-2024-0054

DOI: 10.1108/IJHMA-04-2024-0054

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