Determinants of Consumer Intentions to Purchase Energy-Saving Household Products in Pakistan

Abstract

The looming threat of climate change has become an undeniable harsh reality. Inefficient energy consumption is one of the major causes of this threat. Protecting the aquatic and terrestrial environment by reducing carbon footprints is a shared responsibility. In this pursuit, the contribution of household sector is extremely valuable and use of energy-saving products can be helpful to epitomize the goal of achieving sustainability. This study aims to investigate the determinants of consumers’ intention to purchase energy-saving household products by integrating the Theory of Planned Behavior (TPB) and Technology Readiness Index (TRI) 2.0’s four indicators (optimism, innovativeness, discomfort and insecurity). This study applied a hypo deductive research approach. Using cross sectional data, a total 396 valid questionnaires were collected to validate the proposed hypothesis by using Partial Least Square (PLS) path modeling approach (a variance based SEM technique). Results showed that contributors of technology readiness positively influence residents’ attitude towards their buying intention, while inhibitors of technology readiness negatively affect this relationship. Further, attitude and perceived behavioral control were found to be significant determinants of intention to purchase energy-saving household products. Based on the above research findings, implications for marketers and policy makers are discussed, moreover future research directions are suggested.