IDEAS home Printed from https://ideas.repec.org/a/sae/sagope/v12y2022i1p21582440221078289.html
   My bibliography  Save this article

Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)

Author

Listed:
  • Muhammad Yaseen Bhutto
  • Yasir Ali Soomro
  • Hailan Yang

Abstract

Global electricity consumption has increased dramatically in the past few decades, resulting in many countries considering energy efficiency as the only solution to tackle issues related to energy and pursue sustainable development goals. However, there is a shortage of studies at the household level on the propensity to use energy-efficient appliances (EEA), especially for developing countries, which have great potential for EEA adoption and usage. Besides, young consumers form an important part of developing countries’ population as well as the next generation of consumers. Yet studies examining their inclination toward more sustainable products such as EEA remain scarce. This study employs data gathered from a survey questionnaire among 240 young Pakistani consumers to explain EEA adoption by focusing on extended version of the theory of planned behavior (TPB), incorporating additional variables such as self-expressive benefits, utilitarian environmental benefits and moral obligations. The results show that utilitarian environmental benefits significantly influence attitudes, whereas self-expressive has an insignificant influence on attitude. Along with this study found moral obligation also has an insignificant impact on subjective norms. Finally, the study revealed the impact of purchase intention of EEAs on the purchase behavior of EEAs. Therefore, the results of this study present a novel understanding for Pakistani policymakers should pay more attention on shaping consumer attitudes, social values and perceived behavioral control, which will eventually drive energy-efficient appliance purchasing behavior.

Suggested Citation

  • Muhammad Yaseen Bhutto & Yasir Ali Soomro & Hailan Yang, 2022. "Extending the Theory of Planned Behavior: Predicting Young Consumer Purchase Behavior of Energy-Efficient Appliances (Evidence From Developing Economy)," SAGE Open, , vol. 12(1), pages 21582440221, February.
    • Handle: RePEc:sae:sagope:v:12:y:2022:i:1:p:21582440221078289
    DOI: 10.1177/21582440221078289
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/21582440221078289
    Download Restriction: no
    File URL: https://libkey.io/10.1177/21582440221078289?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Tan, Chin-Seang & Ooi, Hooi-Yin & Goh, Yen-Nee, 2017. "A moral extension of the theory of planned behavior to predict consumers’ purchase intention for energy-efficient household appliances in Malaysia," Energy Policy, Elsevier, vol. 107(C), pages 459-471.
    2. Brosdahl, Deborah J.C. & Carpenter, Jason M., 2011. "Shopping orientations of US males: A generational cohort comparison," Journal of Retailing and Consumer Services, Elsevier, vol. 18(6), pages 548-554.
    3. Rezaei, Rohollah & Ghofranfarid, Marjan, 2018. "Rural households' renewable energy usage intention in Iran: Extending the unified theory of acceptance and use of technology," Renewable Energy, Elsevier, vol. 122(C), pages 382-391.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Alam, Syed Shah & Nik Hashim, Nik Hazrul & Rashid, Mamunur & Omar, Nor Asiah & Ahsan, Nilufar & Ismail, Md Daud, 2014. "Small-scale households renewable energy usage intention: Theoretical development and empirical settings," Renewable Energy, Elsevier, vol. 68(C), pages 255-263.
    6. Dincer, Ibrahim, 2000. "Renewable energy and sustainable development: a crucial review," Renewable and Sustainable Energy Reviews, Elsevier, vol. 4(2), pages 157-175, June.
    7. Sirgy, M. Joseph, 1985. "Using self-congruity and ideal congruity to predict purchase motivation," Journal of Business Research, Elsevier, vol. 13(3), pages 195-206, June.
    8. Abdullah Al Mamun & Muhammad Mohiuddin & Ghazali Bin Ahmad & Ramayah Thurasamy & Syed Ali Fazal, 2018. "Recycling Intention and Behavior among Low-Income Households," Sustainability, MDPI, vol. 10(7), pages 1-22, July.
    9. Nayyar Hussain Mirjat & Mohammad Aslam Uqaili & Khanji Harijan & Mohd Wazir Mustafa & Md. Mizanur Rahman & M. Waris Ali Khan, 2018. "Multi-Criteria Analysis of Electricity Generation Scenarios for Sustainable Energy Planning in Pakistan," Energies, MDPI, vol. 11(4), pages 1-33, March.
    10. Shanyong Wang & Jin Fan & Dingtao Zhao & Shu Yang & Yuanguang Fu, 2016. "Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model," Transportation, Springer, vol. 43(1), pages 123-143, January.
    11. Misbah Aslam & Eatzaz Ahmad, 2018. "Impact of Ageing and Generational Effects on Household Energy Consumption Behavior: Evidence from Pakistan," Energies, MDPI, vol. 11(8), pages 1-20, August.
    12. Saqib Ali & Habib Ullah & Minhas Akbar & Waheed Akhtar & Hasan Zahid, 2019. "Determinants of Consumer Intentions to Purchase Energy-Saving Household Products in Pakistan," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    13. Sreen, Naman & Purbey, Shankar & Sadarangani, Pradip, 2018. "Impact of culture, behavior and gender on green purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 177-189.
    14. Abrahamse, Wokje & Steg, Linda, 2009. "How do socio-demographic and psychological factors relate to households' direct and indirect energy use and savings?," Journal of Economic Psychology, Elsevier, vol. 30(5), pages 711-720, October.
    15. Gadenne, David & Sharma, Bishnu & Kerr, Don & Smith, Tim, 2011. "The influence of consumers' environmental beliefs and attitudes on energy saving behaviours," Energy Policy, Elsevier, vol. 39(12), pages 7684-7694.
    16. Rafique, M. Mujahid & Rehman, S., 2017. "National energy scenario of Pakistan – Current status, future alternatives, and institutional infrastructure: An overview," Renewable and Sustainable Energy Reviews, Elsevier, vol. 69(C), pages 156-167.
    17. Wang, Zhaohua & Wang, Xiaomeng & Guo, Dongxue, 2017. "Policy implications of the purchasing intentions towards energy-efficient appliances among China’s urban residents: Do subsidies work?," Energy Policy, Elsevier, vol. 102(C), pages 430-439.
    18. Neves, Joana & Oliveira, Tiago, 2021. "Understanding energy-efficient heating appliance behavior change: The moderating impact of the green self-identity," Energy, Elsevier, vol. 225(C).
    19. Astrachan, Claudia Binz & Patel, Vijay K. & Wanzenried, Gabrielle, 2014. "A comparative study of CB-SEM and PLS-SEM for theory development in family firm research," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 116-128.
    20. Ek, Kristina & Söderholm, Patrik, 2010. "The devil is in the details: Household electricity saving behavior and the role of information," Energy Policy, Elsevier, vol. 38(3), pages 1578-1587, March.
    21. Onwezen, Marleen C. & Antonides, Gerrit & Bartels, Jos, 2013. "The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour," Journal of Economic Psychology, Elsevier, vol. 39(C), pages 141-153.
    22. Asghar Afshar Jahanshahi & Jianfeng Jia, 2018. "Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh," Sustainability, MDPI, vol. 10(11), pages 1-17, November.
    23. Liobikienė, Genovaitė & Mandravickaitė, Justina & Bernatonienė, Jurga, 2016. "Theory of planned behavior approach to understand the green purchasing behavior in the EU: A cross-cultural study," Ecological Economics, Elsevier, vol. 125(C), pages 38-46.
    24. Shanyong Wang & Jin Fan & Dingtao Zhao & Shu Yang & Yuanguang Fu, 2016. "Predicting consumers’ intention to adopt hybrid electric vehicles: using an extended version of the theory of planned behavior model," Transportation, Springer, vol. 43(1), pages 123-143, January.
    25. Wustenhagen, Rolf & Bilharz, Michael, 2006. "Green energy market development in Germany: effective public policy and emerging customer demand," Energy Policy, Elsevier, vol. 34(13), pages 1681-1696, September.
    26. Ying-Kai Liao & Wann-Yih Wu & Thi-That Pham, 2020. "Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention," Sustainability, MDPI, vol. 12(18), pages 1-19, September.
    27. James Swaim & Michael Maloni & Stuart Napshin & Amy Henley, 2014. "Influences on Student Intention and Behavior Toward Environmental Sustainability," Journal of Business Ethics, Springer, vol. 124(3), pages 465-484, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Imran Hossain & Maria Fekete-Farkas & Md. Nekmahmud, 2022. "Purchase Behavior of Energy-Efficient Appliances Contribute to Sustainable Energy Consumption in Developing Country: Moral Norms Extension of the Theory of Planned Behavior," Energies, MDPI, vol. 15(13), pages 1-20, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. 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.
    2. Waris, Idrees & Hameed, Irfan, 2019. "Using Extended Model of Theory of Planned Behavior to Predict Purchase Intention of Energy Efficient Home Appliances in Pakistan," MPRA Paper 109612, University Library of Munich, Germany.
    3. Saqib Ali & Habib Ullah & Minhas Akbar & Waheed Akhtar & Hasan Zahid, 2019. "Determinants of Consumer Intentions to Purchase Energy-Saving Household Products in Pakistan," Sustainability, MDPI, vol. 11(5), pages 1-20, March.
    4. Muhammad Rizwan Ali & Muhammad Shafiq & Murad Andejany, 2021. "Determinants of Consumers’ Intentions towards the Purchase of Energy Efficient Appliances in Pakistan: An Extended Model of the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    5. Chun-Hsi Vivian Chen & Yu-Cheng Chen, 2021. "Assessment of Enhancing Employee Engagement in Energy-Saving Behavior at Workplace: An Empirical Study," Sustainability, MDPI, vol. 13(5), pages 1-18, February.
    6. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.
    7. Jingnan Zhang & Shichun Xu & Zhengxia He & Chengze Li & Xiaona Meng, 2022. "Factors Influencing Adoption Intention for Electric Vehicles under a Subsidy Deduction: From Different City-Level Perspectives," Sustainability, MDPI, vol. 14(10), pages 1-24, May.
    8. Xin, Yongrong & Long, Dengjie, 2023. "Linking eco-label knowledge and sustainable consumption of renewable energy: A roadmap towards green revolution," Renewable Energy, Elsevier, vol. 207(C), pages 531-538.
    9. Samah Ibnou-Laaroussi & Husam Rjoub & Wing-Keung Wong, 2020. "Sustainability of Green Tourism among International Tourists and Its Influence on the Achievement of Green Environment: Evidence from North Cyprus," Sustainability, MDPI, vol. 12(14), pages 1-24, July.
    10. Düştegör, Dilek & Sultana, Nahid & Felemban, Noor & Al Qahtani, Deemah, 2018. "A smarter electricity grid for the Eastern Province of Saudi Arabia: Perceptions and policy implications," Utilities Policy, Elsevier, vol. 50(C), pages 26-39.
    11. WeiYu Ji & Edwin H. W. Chan, 2019. "Critical Factors Influencing the Adoption of Smart Home Energy Technology in China: A Guangdong Province Case Study," Energies, MDPI, vol. 12(21), pages 1-24, November.
    12. Nishant Kumar & Divya Mohan, 2021. "Sustainable apparel purchase intention: collectivist cultural orientation and price sensitivity in extended TPB model," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(2), pages 149-161, April.
    13. Majdi M. Alomari & Hania El-Kanj & Ayse Topal, 2021. "Analysis of Energy Conservation Behavior at the Kuwaiti Academic Buildings," International Journal of Energy Economics and Policy, Econjournals, vol. 11(1), pages 219-232.
    14. Long, Xingle & Chen, Yaqiong & Du, Jianguo & Oh, Keunyeob & Han, Insoo, 2017. "Environmental innovation and its impact on economic and environmental performance: Evidence from Korean-owned firms in China," Energy Policy, Elsevier, vol. 107(C), pages 131-137.
    15. Nieves García-de-Frutos & José Manuel Ortega-Egea & Javier Martínez-del-Río, 2018. "Anti-consumption for Environmental Sustainability: Conceptualization, Review, and Multilevel Research Directions," Journal of Business Ethics, Springer, vol. 148(2), pages 411-435, March.
    16. Imran Hossain & Maria Fekete-Farkas & Md. Nekmahmud, 2022. "Purchase Behavior of Energy-Efficient Appliances Contribute to Sustainable Energy Consumption in Developing Country: Moral Norms Extension of the Theory of Planned Behavior," Energies, MDPI, vol. 15(13), pages 1-20, June.
    17. Andriosopoulos, Kostas & Bigerna, Simona & Bollino, Carlo Andrea & Micheli, Silvia, 2018. "The impact of age on Italian consumers' attitude toward alternative fuel vehicles," Renewable Energy, Elsevier, vol. 119(C), pages 299-308.
    18. Adu-Gyamfi, Gibbson & Song, Huaming & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Determinants of adoption intention of battery swap technology for electric vehicles," Energy, Elsevier, vol. 251(C).
    19. Xiaojian Hu & Nan Wu & Nuo Chen, 2021. "Young People’s Behavioral Intentions towards Low-Carbon Travel: Extending the Theory of Planned Behavior," IJERPH, MDPI, vol. 18(5), pages 1-15, February.
    20. Taneja, Shilpa & Ali, Liaqat, 2021. "Determinants of customers’ intentions towards environmentally sustainable banking: Testing the structural model," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:sagope:v:12:y:2022:i:1:p:21582440221078289. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.