TY  - JOUR
AB  - Purpose– This research aims to examine behavioral intentions toward purchase of energy‐efficient products utilizing the theory of reasoned action framework.Design/methodology/approach– Survey data from a sample of 202 shoppers of electrical appliances and small electronic products was utilized to estimate the proposed model.Findings– The main finding is that attitude toward energy‐efficient product has a stronger effect on intentions compared to the subjective norm component.Research limitations/implications– In order to maximize use of their financial resources, companies marketing energy‐efficient products need to focus more on enhancing consumer attitudes toward their brands and spend relatively less on efforts to educate consumers about using energy – efficient appliances in general.Practical implications– Since attitudes are formed from beliefs and knowledge, use of informational ads that clearly illustrate energy‐saving consequences of their specific brands of products will be an effective marketing approach.Originality/value– This study is timely considering the recent steady increase in energy prices accompanied by growing environmental concerns among businesses, governments, and consumers.
VL  - 29
IS  - 7
SN  - 0736-3761
DO  - 10.1108/07363761211274974
UR  - https://doi.org/10.1108/07363761211274974
AU  - Ha Hong‐Youl
AU  - Janda Swinder
PY  - 2012
Y1  - 2012/01/01
TI  - Predicting consumer intentions to purchase energy‐efficient products
T2  - Journal of Consumer Marketing
PB  - Emerald Group Publishing Limited
SP  - 461
EP  - 469
Y2  - 2024/04/25
ER  -