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Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior

Author

Listed:
  • Muhammad Yaseen Bhutto

    (Economics and Management School, Wuhan University, Wuhan 430072, China)

  • Xiaohui Liu

    (School of Information Management, Wuhan University, Wuhan 430072, China)

  • Yasir Ali Soomro

    (Faculty of Economics and Administration, King Abdulaziz University, Jeddah 21577, Saudi Arabia)

  • Myriam Ertz

    (Labo NFC, Department of Economics and Administrative Sciences, University of Quebec in Chicoutimi, Saguenay, QC G7H 2B1, Canada)

  • Yasser Baeshen

    (Faculty of Economics and Administration, King Abdulaziz University, Jeddah 21577, Saudi Arabia)

Abstract

This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.

Suggested Citation

  • Muhammad Yaseen Bhutto & Xiaohui Liu & Yasir Ali Soomro & Myriam Ertz & Yasser Baeshen, 2020. "Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    • Handle: RePEc:gam:jsusta:v:13:y:2020:i:1:p:250-:d:470230
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    1. Fabian Scheller & Karyn Morrissey & Karsten Neuhoff & Dogan Keles, 2023. "Green or greedy: the relationship between perceived benefits and homeowners' intention to adopt residential low-carbon technologies," Papers 2308.10104, arXiv.org.
    2. Muhammad Yaseen Bhutto & Mussadiq Ali Khan & Myriam Ertz & Haowei Sun, 2022. "Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z," Sustainability, MDPI, vol. 14(5), pages 1-18, March.
    3. Pankaj Tiwari, 2023. "Influence of Millennials’ eco-literacy and biospheric values on green purchases: the mediating effect of attitude," Public Organization Review, Springer, vol. 23(3), pages 1195-1212, September.

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