<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Household appliances are the biggest contributor to household energy consumption and carbon dioxide emissions. One of the ways to reduce emissions and conserve energy is to increase the use of energy-efficient appliances (EEAs). Based on the theory of planned behavior (TPB), the study investigated the factors that influence the purchase of EEAs by young consumers in South Africa. Young customers are the customers of tomorrow and can help to prevent global ecological collapse through sustainable consumption. The study extended the TPB by adding two individual constructs (moral norms and environmental concern) and two situational constructs (informational publicity and perceived benefits). In addition, the study examined the effect of purchase intention on purchase behavior. The cross-sectional survey method was used for data collection in the quantitative study. Data was collected from final year undergraduate students at two South African universities. The results indicated that the extended TPB model can be used to predict the purchase intention of EEAs. Also, purchase intention positively affects purchase behavior. Theoretically, the study extended the TPB to create a unique model of intention to purchase EEA. Practical suggestions focus on what business and government should do to improve the purchase of EEA.</p></abstract>

Household appliances are the biggest contributor to household energy consumption and carbon dioxide emissions. One of the ways to reduce emissions and conserve energy is to increase the use of energy-efficient appliances (EEAs). Based on the theory of planned behavior (TPB), the study investigated the factors that influence the purchase of EEAs by young consumers in South Africa. Young customers are the customers of tomorrow and can help to prevent global ecological collapse through sustainable consumption. The study extended the TPB by adding two individual constructs (moral norms and environmental concern) and two situational constructs (informational publicity and perceived benefits). In addition, the study examined the effect of purchase intention on purchase behavior. The cross-sectional survey method was used for data collection in the quantitative study. Data was collected from final year undergraduate students at two South African universities. The results indicated that the extended TPB model can be used to predict the purchase intention of EEAs. Also, purchase intention positively affects purchase behavior. Theoretically, the study extended the TPB to create a unique model of intention to purchase EEA. Practical suggestions focus on what business and government should do to improve the purchase of EEA.

Factors Influencing the Purchase of Energy-Efficient Appliances by Young Consumers in South Africa

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Household appliances are the biggest contributor to household energy consumption and carbon dioxide emissions. One of the ways to reduce emissions and conserve...

Factors Influencing the Purchase of Energy-Efficient Appliances by Young Consumers in South Africa

Published Online: Oct 24, 2020

Page range: 151 - 166

DOI: https://doi.org/10.2478/fman-2020-0012

Keywords
energy-efficient appliances, theory of planned behavior, young customers, South Africa

© 2020 Olawale Fatoki, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Factors Influencing the Purchase of Energy-Efficient Appliances by Young Consumers in South Africa

Published Online: Oct 24, 2020

Page range: 151 - 166

DOI: https://doi.org/10.2478/fman-2020-0012

Keywordsenergy-efficient appliances, theory of planned behavior, young customers, South Africa

© 2020 Olawale Fatoki, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
energy-efficient appliances, theory of planned behavior, young customers, South Africa