A Study Of Consumer Behaviour To Purchase Energy Efficient Appliances. The Moderating Effect Of Consumer’s Knowledge.
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Date
2014
Authors
Ooi, Guat Beng
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Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The research was conducted to examine the important factors that would influence consumer purchase intention on energy efficiency appliances. Consumers’ knowledge about energy efficient appliances is included in this study as moderator where this study also intends to determine the moderating effect of consumers’ knowledge about energy efficient appliances towards consumers’ attitude. A total of three hundreds hardcopies personally administered questionnaire were distributed. Two hundreds and five completed responses were collected back and only a total number of one hundreds and ninety five sets of returned questionnaire were usable and appropriate for the study. Several statistical analysis techniques were used in this study including measurement model, construct validity, convergent validity and discriminant validity of construct had been executed to analyse and summarize the data collected. The findings of the study show that attitude toward energy efficient appliances, self-efficacy and as well as saving electricity bill has a positive and significant relationship with purchase intention. However, knowledge about energy efficient appliances, environment awareness, subjective norm, roles of salesperson and energy efficient label on consumer purchase intention were not significant. Also, knowledge about energy efficient appliances was not moderating attitude towards these products. This study also provides limitation and suggestions for future study as well as reporting the practical and theoretical implication for both marketers and academicians.
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Keywords
Consumer behaviour , purchase energy efficient appliances