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Exploring the Impact of Digital Platform on Energy-Efficient Consumption Behavior: A Multi-Group Analysis of Air Conditioning Purchase in China Using the Extended TPB Model

Author

Listed:
  • Zhong Zheng

    (KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand)

  • Chalita Srinuan

    (KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand)

  • Nuttawut Rojniruttikul

    (KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok 10520, Thailand)

Abstract

Energy-efficient consumption has become a strategic priority to mitigate global climate change and enhance national energy security. While social media has reshaped online consumption behavior, the mechanisms through which these digital platforms influence energy-efficient purchasing remain underexplored. This study extends the Theory of Planned Behavior (TPB) by integrating price perception variables and applies multi-group structural equation modeling to examine how social media shapes Chinese consumers’ intentions to purchase energy-efficient air conditioning. The results show that (1) social media exposure strengthens energy-efficient purchasing intentions indirectly via behavioral attitude, subjective norm, and perceived behavioral control; (2) price perception is negatively associated with purchase intention; and (3) these effects vary by age cohort, gender, and income—Generation Z and female consumers are more susceptible to social media influence, while low-income groups exhibit heightened price sensitivity. These findings advance TPB theory and offer guidance for digital platform policies aimed at promoting energy-efficient consumption.

Suggested Citation

  • Zhong Zheng & Chalita Srinuan & Nuttawut Rojniruttikul, 2025. "Exploring the Impact of Digital Platform on Energy-Efficient Consumption Behavior: A Multi-Group Analysis of Air Conditioning Purchase in China Using the Extended TPB Model," Sustainability, MDPI, vol. 17(11), pages 1-25, June.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:11:p:5192-:d:1672223
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    References listed on IDEAS

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