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This study aims to examine the antecedents of purchase intention toward energy efficient air conditioners by incorporating the theory of planned behavior (TPB) with two additional constructs, i.e. environmental concern and personal norms. TPB is one of the most widely used theoretical framework to study consumer behavior.

The study applied a quantitative technique using a survey method by distributing self-administered questionnaires among the Indian households who have purchased energy efficient air conditioners in the past six months or had enquired to do so. The study collected data from three select regions: Delhi and NCR, Punjab and Tri-city. The collected data of 424 respondents have been analyzed using confirmatory factor analysis and structural equation modeling.

The study posits that normative factors such as subjective norms and personal norms have a relatively higher influence on purchase intention. Despite the significant existence of environmental concern, the study did not find environmental concern directly influencing purchase intention.

The sample size of the study is too small and pertains to specific regions. Thus, it could hinder the generalizability of the results. Advertisement appeals should be related with enhancement of self-esteem in terms of making responsible and valuable contribution to environment protection through the purchase of energy efficient air conditioner.

There are a few studies in the Indian context studying consumer’s purchase intention toward energy efficient air conditioners to which this study adds. The study provides an important contribution to marketers in developing strategies for increasing purchase intention toward energy efficient air conditioners in view of their stage in the product life cycle, diffusion of product and influence of normative factors.

Social media is now regularly used by employees for both personal and professional reasons. Its potential significance in industry 5.0 cannot be denied. Social media usage can stress out employees, despite its benefits. Numerous adverse outcomes have been associated with using social media for work-related purposes. The current study too aimed at understanding how using social media for job related activities affect technostress amongst employees at IT sector in India before and during COVID-19.

In order to determine whether the data were reliable and valid, confirmatory factor analysis and Cronbach’s alpha were used. After that, using a structural equation model, the impact of social media usage intensity for job related activities on techostress through social media is measured.

The study’s findings confirmed that using social media for work-related purposes had a positive relationship with technological stress both during and before COVID-19 situation.

The study is an original piece of work by the authors with no conflict of interest with any party, person or organization.