Consumers' intention to adopt energy-efficient appliances: integrating technology acceptance model and theory of planned behaviour

Abstract

This study investigates the subject of energy conservation and green consumerism, with an emphasis on energy-efficient appliances as an important tool for reducing energy consumption. While such appliances are generally recognized in the literature as energy-saving solutions, this study provides a new perspective by addressing the context of a growing country like India, which has the issue of balancing fast economic growth with environmental sustainability. The study uses the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB) to investigate consumers' intentions to use energy-efficient appliances. Data were collected via online survey from 300 Indian consumers. The results show that positive consumers intention to purchase energy-efficient appliances are perceived ease of use, attitude, subjective norms, and perceived behavioral control. However, no significant relationship was found between perceived usefulness and consumer intention to adopt such appliances. The study ends with actionable recommendations for marketers, policymakers, and sustainability advocates to create pertinent educational and communication initiatives. For policymakers in designing effective awareness campaigns and incentives, and for manufacturers to adapt their products to meet the needs of consumers in developing countries. Additionally, it underscores the importance of educating consumers about the environmental benefits of energy-efficient appliances.