A Moral Extension Of The Theory Of Planned Behavior To Predict Consumers’ Purchase Intention For Energy-Efficient Household Appliances
Loading...
Date
2014
Authors
Tan, Chin Seang
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
The electricity consumption throughout the world has been in the rapid rise over the past decades and the global primary energy demand is expected to rise by around one-third from now to 2035. However, the current investment trend it is indeed showing warning signs of power supply inadequacy. In view of the imbalance situation, many countries are increasingly aware of the urgency and importance of wiser and better use of energy resources and have embraced energy efficiency as a partial solution to looming energy problems. In reality, many people are still not replacing their household appliances to the energy-efficient ones. Hence, this study aims at closing the gap by applying the moral extension of theory of planned behavior (TPB) to examine the determinants of consumers’ purchase intention for energy-efficient household appliances. A survey using self-administered questionnaires has been done on 210 consumers in Penang, Malaysia and Partial Least Square (PLS) were used to analyse the data. The finding shows that consumers’ more favorable attitudes towards energy-efficient household appliances and perceived behavioral control significantly influence consumers’ purchase intention for such products. The study proved the extension of moral norm in the theory of planned behavior to be significant predictor for consumers’ purchase intention. Contrary to some past studies, variables like environmental concern, environmental knowledge and subjective norm were not found to have significant relationship with purchase intention. In terms of moderation effect, perception of affordability did not exhibit any moderation effect on all the attitudinal factors – intention and subjective norm – intention relationships. The study implies that marketers and government should focus on consumers’ attitude, perceived behavioral control and moral norm in order to promote the adoption of energy-efficient appliances to consumers. Other than factual knowledge or system knowledge, it may be also necessary to impart action related knowledge and effectiveness knowledge through education system and promotional campaigns.
Description
Keywords
The determinants of consumers’ purchase intention , for energy-efficient household appliances