Investigating the Factors impacting Consumer Intentions to Purchase Energy-Efficient Appliances

Authors

• Yusra Memon, Sukkur IBA University, PakistanFollow
• Raheela Haque, Sukkur IBA University, PakistanFollow

Abstract

Energy-efficient appliances protect the environment through reduced energy usage, lowering pollution, and preserving natural resources. Hence, this research is aimed to examine the factors influencing Pakistani consumers' intentions to purchase energy-efficient appliances. This research adopts a quantitative approach and purposive sampling technique, and the data was collected from 350 respondents belonging to major metropolitan cities of Pakistan i.e. Karachi, Hyderabad, Lahore, Islamabad, while SPSS and AMOS were used for data analysis. The study supports a number of important relations suggested by the Value–Belief–Norm (VBN) theory in the framework of buying energy-efficient appliances (EEAs) in Pakistan. Biospheric values (BV) significantly forecast awareness of consequences (AOC), supporting H1, while altruistic values (AV) likewise display a positive but modest effect on AOC, supporting H2. Egoistic values (EV) and materialistic values (MV) do not significantly affect AOC, leading to the rejection of H3 and H4. AOC has a strong positive effect on ascription of responsibility (AOR), supporting H5, and AOR significantly improves personal norms (PN), approving H6. In addition, PN positively predicts purchase intention (PI) for EEAs. This study adds theoretically by firming the Value-Belief-Norm framework through emphasizing the resilient impact of personal norms. Practically, the research offers significant insights for businesses, policymakers, and marketers by emphasizing the importance of flexible pricing strategies, economic incentives, and regulatory frameworks envisioned to pledge deceptive environmental claims. This study offers an original contribution by using Value-Belief-Norm (VBN) theory to the framework of consuming energy-efficient appliance in Pakistan.

Keywords

Biospheric Values, Altruistic Values, Egoistic Values, Materialistic Values, Awareness of Consequences, Ascription of Responsibility, Personal Norms, Purchase Intention, Energy-Efficient Appliances

DOI

10.54784/1990-6587.1787

Journal of Economic Literature Subject Codes

M5, L1, D4

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Recommended Citation

Memon, Y., & Haque, R. (2026). Investigating the Factors impacting Consumer Intentions to Purchase Energy-Efficient Appliances. Business Review, 21(2), 1-21. Retrieved from 10.54784/1990-6587.1787