Abstract:
Purpose - Energy efficient home appliances are sustainable and Eco-logical initiative in
today’s world. As Pakistan is suffering major energy crises due to the excessive amount of
energy consumption in the country. This problem acted as the motivation for this study,
which aimed to analyse the elements that influence consumers' purchasing intentions with
regard to energy-efficient home appliances. In this research we have created conceptual
model to assess major factors of energy efficient products buying intentions taking into
account different variables and testing its relationship with consumer’s attitude towards
consumer’s purchase intention respectively.
Methodology & Design » A questionnaire survey has been used to collect data from targeted
audiences. To evaluate the model, data was collected from 214 consumer who has tendency
and interest in purchasing energy efficient home appliances. Subsequently, Structural
Equation Modeling (SEM), a method for analyzing data was used.
Findings - The data provided support for the hypothesis that consumer attitudes regarding
energy-efficient home appliances are related to consumers' intentions to purchase those
appliances. It also supported the influence of consumer’s attitude with purchase intention for
the determinants (Eco-labels, Environmental concern, Environmental knowledge). In
addition, consumer attitudes regarding energy saving appliances were the primary factor to
purchase intention. This was followed by environmental knowledge and Eco-labels as
secondary factors.
Limitations - Limited time to conduct the research and gather data from the consumers. One
ofthe major limitations ofthis study was the fact that it was conducted in only a few selected
cities like Karachi and Islamabad. Because of this, the findings of the study camiot be
generalized to the entire country. This research only uses an online questionnaire to collect
data, neglecting interviews, observations and surveys. Limited variables used in this study,
some important variables are not included, risk perception or trust which would be more
helpful in providing an in-depth understanding ofimpulsive behavior. Recommendations - Marketers are advised to focus on aspects that have been proved to
have a significant impact on customer attitudes regarding energy-efficient appliances in order
to influence their purchase intention. The brands are recommended to focus on factors like
create environmental knowledge through their marketing actions and advertisement, use of
Eco-labels in their packaging and work on influencing consumer’s attitude towards energy
efficient products so that people are more aware about the product which is environmental
friendly and promote sustainable environment.
