Exploring sustainable energy consumption practices: An extended environmental value-belief-norm framework using SEM analysis

With increasing global emphasis on sustainable energy development and the transition to a low-carbon economy, understanding the drivers behind consumer adoption of eco-friendly products is crucial. This paper attempts to respond to this need by analyzing the economic implications of sustainable energy consumption habits. Utilizing an extended environmental Value-Belief-Norm (VBN) model, the research examines how values, beliefs, and a sense of obligation influence consumers' Willingness to Pay More (WTPM) for eco-friendly home products, Word-Of-Mouth intention (WOM) and sustainable consumption behaviors. The study employs survey data from 517 participants across India, analyzed through structural equation modeling (SEM) and complemented by insights from semi-structured interviews. The findings suggest that the biospheric, altruistic, and egoistic values subsequently create an ecological worldview in consumers. Ecological worldviews, in turn, impact consequences such as consumers' responsibility and subsequent behaviors, including WOM and WTPM, and the adoption of eco-friendly products. The study refines the VBN model and identifies key motivators and barriers to sustainable consumption. It guides policymakers and businesses to promote eco-friendly practices by highlighting the benefits of sustainable products and leveraging advanced technology to create eco-friendly home solutions.