Antecedents of Consumers' Intention to Purchase Energy-Efficient Appliances: An Empirical Study Based on the Technology Acceptance Model and Theory of Planned Behavior

Personal consumption behavior has negative impacts on the environment, such as climate change and wasted resources. To eliminate the adverse effects, more manufacturers are producing environmentally friendly products and governments are encouraging residents to adopt energy-saving products. Among these products, energy-efficient appliances are designed to save energy in everyday life. In this research, we focused on examining the antecedents of consumers' acceptance of energy-efficient appliances. A combined framework of the technology acceptance model and the theory of planned behavior was used. The research was empirically tested using an online survey of 280 consumers. The study indicates that perceived ease of use had a significant impact on perceived usefulness; moreover, it positively influenced consumers' attitudes. Subjective norms, perceived behavioral control, and attitude significantly affected consumers' purchasing intention. However, perceived usefulness did not have direct significant effect on consumers' purchasing intention. Furthermore, we conducted a comparative analysis to further analyze the effect of consumers' awareness of the China Energy Label on their purchasing intentions. Finally, insights and suggestions are discussed.