Factors Affecting the Consumption of Energy-Efficient Lighting Products: Exploring Purchase Behaviors of Thai Consumers

Nuttakrij Apipuchayakul and Sujitra Vassanadumrongdee
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Nuttakrij Apipuchayakul: Environment, Development and Sustainability Program, 14th Floor, Chamchuri 10 Building, Chulalongkorn University, Phyathai Road, Wangmai, Pathumwan, Bangkok 10330, Thailand
Sujitra Vassanadumrongdee: Environmental Research Institute, Chulalongkorn University, Bangkok 10330, Thailand

Sustainability, 2020, vol. 12, issue 12, 1-16

Abstract: The continued usage of inefficient lighting products in residential sectors is one of the major causes of the rapid growth in global energy consumption. Their replacement with highly efficient lighting appliances could avoid large amounts of electricity consumption and reduce CO 2 emissions worldwide. In this regard, the collective contribution by the residential sector is extremely important and the increase in demand for energy-efficient lighting products can help achieve sustainability goals. This study aims to examine the determinants of household consumers’ behaviors in purchasing energy-saving lighting products by applying the Theory of Planned Behavior (TPB) as the main theoretical framework. Data ( n = 288) from a survey in Thailand were analyzed using causal Structural Equation Modeling (SEM). The results suggested that attitude has the largest direct effect, while subjective norm was the weakest predictor of purchase intention towards light-emitting diode (LED) products. In addition, this study expands the TPB by including an investigation of a direct effect of attitude on purchase behavior. The results suggest that attitudes have a strong direct influence on the purchasing behavior for LED products. Additionally, only some socio-demographic variables have significant effects on purchase behavior. The study’s findings highlight several implications for policymakers, the private sector, and green marketers in developing practical strategies. Furthermore, suggestions and future research directions are discussed.

Keywords: environmentally sustainable behavior; Theory of Planned Behavior; consumer behavior; green marketing; LED bulbs; Thailand (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 (4)

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