Path to sustainability: Analyzing usage intention of energy-efficient appliances

In the face of global climate challenges, individual actions are crucial for achieving sustainability goals, since collective efforts to adopt energy-saving practices can lead to significant reductions in energy consumption and greenhouse gas emissions. This study investigates the factors influencing the intention to use energy-efficient appliances, emphasizing the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) that shape these intentions. Data were analyzed using Partial Least Squares - Structural Equation Modeling, with a sample of 371 respondents selected through convenience sampling. The study highlights the importance of awareness of consequences, ascription of responsibility, personal norms, attitudes, subjective norms, perceived behavioral control, eco-label knowledge, and cost, suggesting that informed consumers are more likely to use energy-efficient products. These behavioral intentions are essential for achieving energy-saving behaviors, ultimately leading to broader environmental benefits. The findings hold significant implications for policymakers and practitioners aiming to promote sustainability and reduce national energy consumption and greenhouse gas emissions.