Factors Influencing Consumers’ Purchase of Energy-Efficient Appliances to Promote Sustainable Energy Consumption

Abstract

This study investigates the factors that influence consumers’ purchase of energy-saving appliances as a means to promote sustainable energy consumption. Drawing upon the Theory of Planned Behaviour (TPB) and incorporating environmental concern as an additional construct, this research examines the impact of attitude, subjective norms, perceived behavioural control, and environmental concern on consumers’ intention to purchase, and subsequently, their actual purchase behaviour. A quantitative research design was employed, and data were collected through a structured questionnaire from a sample of 396 consumers who had prior experience with energy-saving appliances. Structural Equation Modelling (SEM) using AMOS was conducted to validate the measurement and structural models. The results indicate that all four antecedent variables, which are attitude, subjective norms, perceived behavioural control, and environmental concern, significantly influence purchase intention, with attitude and environmental concern showing the strongest effects. Furthermore, purchase intention significantly predicts actual purchase behaviour. The model demonstrated good fit indices and satisfactory reliability and validity. This study contributes to the growing body of literature on pro-environmental consumer behaviour in a developing country and provides valuable insights for policymakers, marketers, and energy agencies seeking to promote sustainable consumption. However, the findings are limited to the Sarawak region and may not fully represent the broader Malaysian population. Future research is recommended to expand the scope to other states and consider additional moderating factors that may influence consumer behaviour in energy-efficient appliance adoption.