Examining consumer's purchasing behavior of energy-efficient appliance through the lenses of theory of planned behavior and environmental factors

Purpose This study investigates consumer purchases of energy-efficient appliances (EEAs). The adoption of EEA would reduce the detrimental impact of the environment from the consumer behavioral perspective. Design/methodology/approach This study evaluates consumer purchase of EEA based on the theory of planned behavior (TPB), environmental factors, and consumer energy-efficient behavior (EEB). Applying partial least square structural equation modeling (PLS-SEM), 412 household respondents within the five regions in Malaysia were analyzed. Findings Findings depicted that EEB has a significant influence on intention to purchase and subsequently purchasing behavior of EEA. Similarly, the TPB variables were significant predictors of EEB and intention to purchase except for attitude. Meanwhile, among the environmental factors, only environmental awareness was significant. Research limitations/implications Implications include integrating educational programs through formal and informal measures. The former includes infusing within the mainstream educational system. On the other hand, the latter is through effective and captivating media communication. Originality/value The integration of EEB towards consumers' intention and behavior of purchasing EEAs.