Purchase intention for energy-efficient equipment appliances: extending TPB with eco-labels, green trust, and environmental concern

Energy-efficient equipment appliances (EEEAs) offer great potential for domestic energy saving. This study aims to explore the direct influence of TPB constructs (i.e., attitude, subjective norm, and perceived behavioral control), eco labels, and green trust on the intention to buy EEEAs with green environmental concern as moderator. We employed quantitative methodology to test the relationship in the proposed model with an Indian sample of 321 respondents. Both Confirmatory Factor Analysis and Structural Equation Modeling were used for data analysis with AMOS 22.0. The findings reveal that eco-labels and green trust fully mediate the relationship between attitude and PBC to intention to buy EEEAs. The results also suggest that eco-labels and green trust play a positive and vital role in leading to purchase sustainable appliances. Through this study, we contribute to literature encompassing energy-efficient product consumption, achieved through heightened eco-labels perceptions and green trust. The EEEAs purchases can be stimulated among the consumers with higher green environmental concern.