Fostering consumers’ intention to purchase energy-efficient appliances in an emerging market

Purpose The purpose of this study is to investigate the influence of attitude, subjective norms, perceived behavioral control and perceived benefits on consumers’ intention to purchase energy-efficient appliances (EEAs) in an emerging market. Design/methodology/approach A total of 400 samples were collected via a self-administered questionnaire distributed in Kuala Lumpur, Malaysia. The data was analyzed using multiple regression analysis to assess the hypothesized relationships. Findings The results of this study reveal that attitude is the key predictor of consumers’ intention to purchase EEAs, followed by perceived benefits of EEAs. This positive attitude stems from the realization that reducing electricity consumption is not only crucial but also a commendable and valuable practice. They can contribute to the collective effort to mitigate climate change, reduce carbon emissions and conserve valuable natural resources. Their positive attitude toward EEAs reflects their sense of responsibility, mindfulness and desire to make an important contribution to promoting sustainability and creating a better future for generations to come. Practical implications Energy-efficient companies, retailers and marketers should implement a range of appealing cash rebate programs to stimulate immediate sales, foster future purchases of EEAs and reshape the perception that EEAs are costly. By implementing such rebate plans, the perceived financial burden on consumers is alleviated, resulting in improved attitudes toward EEAs and heightened recognition of their perceived benefits. Consequently, this encourages a surge in demand for EEAs, thereby further propelling the growth of the industry. These sustainable practices align with SDG 9 (Industry, Innovation and Infrastructure) and SDG 12 (Responsible Consumption and Production). Originality/value This study stands out for its exceptional contribution to theory, as it applies the theory of planned behavior as the underpinning theory and simultaneously integrates the perceived benefits of EEAs into the proposed model, aiming to foster consumers’ intention to purchase EEAs. What sets this study apart is its examination of an emerging market, which complements and expands upon previous research predominantly conducted in developed (Western) economies.