Vol (15), Issue (2), 2022

Factors Influencing Environmentally Sustainable Consumer Behavior - Extended Theory of Planned Behavior (TPB) in the Context of Haze Governance

Midhat Nadeem, Muhammad Junaid & Irfan Hameed

Institute of Business Management Karachi

UCSI University Malaysia

The widespread adoption of energy-saving appliances has emerged as a key strategy for energyconservation and emission reduction in Pakistan under the simultaneous pressures of a lack ofelectricity and air pollution. On the other side, despite having an increased awareness about climateissues including haze, the translation of favorable attitudes and positive purchase intention into proenvironmentalconsumer behavior and the anti-haze properties of energy-efficient householdappliances is explorable. The structural equation model and the hierarchical regression model wereused to evaluate the 389 valid questionnaires. The initiative used non-probability purposive samplingto collect data. For the analysis of the structural model, SmartPLS-SEM was employed. Thefindings demonstrate that haze pollution has encouraged urban residents in Pakistan to use energyefficientappliances. Environmental concerns and perceived consumer effectiveness have a significantfavorable impact on consumers' purchase intention of energy-efficient household appliances. Consumers' pro-environmental behavior is influenced by purchase intention, which is in itself shapedby subjective norms, attitudes perceived consumer effectiveness,s and environmental concern. On thebasis of the empirical findings, this research also suggests strategies to encourage consumers topurchase energy-efficient appliances.
Keywords: Theory of planned behavior, Energy efficient household appliances, Environmentalconcern, Perceived consumer effectiveness, Herd mentality theory of planned behavior, trust, priceconsciousness.




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