Investigating the Purchase Intention Determinants of Energy Efficient Products Using Structural Equation Modelling Analysis

The current hazardous problem of global climate change calls for adopting measures through which the environment can be protected. Consumer’s purchase patterns for energy-efficient products has a remarkable presence in the protection of the environment. Therefore, the primary objective of the present study is to get insight into determinants that influence the purchase intention of consumers for energy-efficient products. To achieve the objective, the influence of perceived benefits, perceived price, confidence, knowledge, attitude towards the environment has been checked on consumer attitude. Finally, the influence of perceived benefits and consumer attitude is checked on purchase intention. With this, the mediation effect of consumer attitude between perceived benefits and purchase intention; and the influence of control variables, namely gender and age were investigated on purchase intention. With Partial Least Square-Structural Equational Modelling (PLS-SEM), data from 273 respondents belonging to Northern India was analysed, and the results revealed that perceived benefits, confidence, knowledge and attitude towards the environment have a significant favourable influence on consumer attitude whereas the perceived price has a significantly negative influence on consumer attitude. Perceived benefits showed a low level of mediation. The present study focused explicitly on energy-efficient products that have an excellent contribution in keeping the environment healthier. Therefore, the study is valuable for the environment as well as for marketers of energy-efficient products for acquiring extensive market coverage.