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Factors Influencing the Purchase of Energy-Efficient Appliances by Young Consumers in South Africa

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  • Fatoki Olawale

    (University of Limpopo, Department of Business Management, Polokwane, SOUTH AFRICA)

Abstract

Household appliances are the biggest contributor to household energy consumption and carbon dioxide emissions. One of the ways to reduce emissions and conserve energy is to increase the use of energy-efficient appliances (EEAs). Based on the theory of planned behavior (TPB), the study investigated the factors that influence the purchase of EEAs by young consumers in South Africa. Young customers are the customers of tomorrow and can help to prevent global ecological collapse through sustainable consumption. The study extended the TPB by adding two individual constructs (moral norms and environmental concern) and two situational constructs (informational publicity and perceived benefits). In addition, the study examined the effect of purchase intention on purchase behavior. The cross-sectional survey method was used for data collection in the quantitative study. Data was collected from final year undergraduate students at two South African universities. The results indicated that the extended TPB model can be used to predict the purchase intention of EEAs. Also, purchase intention positively affects purchase behavior. Theoretically, the study extended the TPB to create a unique model of intention to purchase EEA. Practical suggestions focus on what business and government should do to improve the purchase of EEA.

Suggested Citation

  • Fatoki Olawale, 2020. "Factors Influencing the Purchase of Energy-Efficient Appliances by Young Consumers in South Africa," Foundations of Management, Sciendo, vol. 12(1), pages 151-166, January.
    • Handle: RePEc:vrs:founma:v:12:y:2020:i:1:p:151-166:n:12
    DOI: 10.2478/fman-2020-0012
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    More about this item

    Keywords

    energy-efficient appliances; theory of planned behavior; young customers; South Africa;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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