Exploring young customers’ purchasing intention for solar appliances in an emerging market: evidence from structural equation modeling approach

Purpose This study aims to investigate the impact of several constructs on young customers’ consumption of solar energy appliances in an emerging market by extending the theory of planned behavior (TPB). Design/methodology/approach This study collected primary data from 885 young customers in an emerging market, that is, Vietnam. Subsequently, this study used partial least squares structural equation modeling to investigate the relationships between examined variables. Findings The results indicated that personal innovativeness, environmental knowledge and renewable energy knowledge significantly improved attitudes toward solar energy appliances. In addition, purchasing intention is promoted by subjective norms and perceived behavioral control. Contradictorily, the perceived functional risk is a significant barrier to purchasing intention. It also negatively moderates two associations: attitude and purchasing intention, attitude and positive word-of-mouth. Despite being proven to influence word-of-mouth positively, attitude has no significant impact on purchasing intention. Originality/value These findings suggested several implications for enterprises, technology providers and policymakers to develop renewable energy appliance consumption.