Post on 17-Oct-2015
Predicting consumer intentions to purchaseenergy-efficient products
Hong-Youl Ha
Department of Marketing, Kangwon National University, Chuncheon-si, South Korea, and
Swinder JandaDepartment of Marketing, College of Business Administration, Kansas State University, Manhattan, Kansas, USA
AbstractPurpose This research aims to examine behavioral intentions toward purchase of energy-efficient products utilizing the theory of reasoned actionframework.Design/methodology/approach Survey data from a sample of 202 shoppers of electrical appliances and small electronic products was utilized toestimate the proposed model.Findings The main finding is that attitude toward energy-efficient product has a stronger effect on intentions compared to the subjective normcomponent.Research limitations/implications In order to maximize use of their financial resources, companies marketing energy-efficient products need tofocus 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-savingconsequences 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 concernsamong businesses, governments, and consumers.
Keywords Attitude formation, Theory of reasoned action, Energy-efficient product, Eagerness of environmental engagement, Energy conservation,Consumer behaviour
Paper type Research paper
An executive summary for managers and executive
readers can be found at the end of this article.
Introduction
An enhanced sense of concern related to global climatechange and increasing media coverage attributed to this issuehas led to an increase in number of consumers activelyseeking out and adopting energy-efficient products. In arecent multi-country survey, respondents reported that acorporations record of addressing key environmental andclimate change issues has a bearing not only on how muchthey trust the company but also their likelihood of purchasingthe companys products (Bonini et al., 2008). Moreover,research suggests that the increasing environmental concernand a greater emphasis on global sustainability issues have inrecent years become important priorities of globalorganizations such as the OECD and the UN (Jansson et al.,2010). Several prior studies have also found, however, thatenvironmentally-conscious people do not show a consistentpreference for purchasing environmentally-friendly products
or in many cases are not willing to pay a premium for such
products (e.g. Kilbourne and Pickett, 2008; Ohtomo and
Hirose, 2007). Prior research also shows how businesses have
had very limited success in terms of marketing products
utilizing renewable energy sources (Gleason et al., 1996;
Rader and Norgaard, 1996).A good understanding of consumer attitudes toward
environmental issues and consumption of green products
may be particularly important due to the previously outlined
discrepancy between consumer opinions about environmental
issues and actual purchase behavior. In order to better
understand consumer attitudes toward energy-saving
products, it may be important to investigate how
environmental attitudes are formed. It has been previously
shown, for instance, that a consumer generally concerned
about the environment may still not be proactive in a
behavioral sense unless he/she feels that individuals can play
an active role in positively affecting the environment
(Straughan and Roberts, 1999). Thus a study of attitudes in
this context can provide meaningful insight into potential
purchase behavior. As Eagly and Chaiken (1993, p. 191)
reiterate, theories of behavior should consider how people
conceptualize and then execute the set of actions required to
engage in a consequential behavior.
The current issue and full text archive of this journal is available at
www.emeraldinsight.com/0736-3761.htm
Journal of Consumer Marketing
29/7 (2012) 461469
q Emerald Group Publishing Limited [ISSN 0736-3761]
[DOI 10.1108/07363761211274974]
This research has been supported by the National Research Foundation ofKorea, NRF-2010-332-B00133.
461
Extant research also indicates that consumer attitudes are
one of the most relevant predictors of green purchasing
decisions (Grob, 1995; Schlegelmilch et al., 1996). Thus, themain focus of this study is to understand consumer attitudes
and behavior related to two product categories (energy-
efficient electronics and appliances) purchased by a widevariety of consumers. This is accomplished by applying the
theory of reasoned action [hereafter referred to as TRA]
(Fishbein and Ajzen, 1975) in the context of energy-efficientproduct purchases. The ultimate goal of this study is to
further understand consumer purchase behavior toward greenproducts and provide managerial implications for the benefit
of companies that market such products.This study aims to contribute to the body of research on
energy-efficient products in two important ways. First, by
applying the TRA framework to the context of energy-efficient product purchases, we extend the overall body of
theoretical knowledge surrounding the Theory of Reasoned
Action. Second, we empirically demonstrate that our attitudeformation model for energy-efficient products has distinct
behavioral implications. A deeper understanding of the
consumer attitude formation process obtained from differentglobal markets contributes insights useful in predicting actual
consumer behavior related to energy-efficient products.The remainder of the paper is organized as follows: we first
outline key theoretical perspectives and summarize the
proposed hypotheses. Thereafter, we provide an overview ofthe methodology, analysis procedures, and key results. The
last part of the paper delves into the discussion and
implications of this research and potential avenues for futureresearch.
Overview of the theoretical framework
The theory of reasoned action (TRA) posits that an
individuals behavior is determined by his/her behavioral
intention, which in turn is defined as a function of attitudetoward the behavior and subjective norm (Fishbein and
Ajzen, 1975). The theory thus predicts intention to perform abehavior by the attitude toward that behavior rather than by
attitude toward a product or service. This perspective may be
particularly useful for predicting behavior in the energy-savingindustry because in this context consumers often decide to
perform behaviors that they can associate with desirable
outcomes (Bang et al., 2000). For instance, a shopper maypossess a favorable attitude toward an inexpensive refrigerator
and may view that option as more affordable. However, while
looking at different alternatives, s/he may decide on a high-performance energy-saving refrigerator. The final intention to
purchase this particular product (even though it may often bea more expensive option) may be influenced by beliefs about
the positive consequences of purchasing this product (in an
environment where the issue of global warming gainsincreasing prominence) and the individuals level of
motivation to comply with those normative beliefs (Hansen
et al., 2004).An attitude has been noted in prior research as an
evaluative appraisal (Bagozzi, 1992). If an individual makesfavorable (unfavorable) evaluative judgments, then attitudes
will lead to intentions to perform (or not) the behavior.
However, the TRA applies only to behaviors in which noexternal or internal impediments exist that may potentially
prevent the behavior after the intention to perform the
behavior has been established. In an attempt to minimize this
criticism, we attempt to extend the theoretical framework
proposed by Bang et al. (2000), who have previously appliedthe TRA to understand behavioral intentions in the renewable
energy industry.The major constructs studied in this research include
knowledge and beliefs related to the energy-efficient product
being evaluated, confidence of consequence, environmental
awareness, and eagerness of environmental engagement. We
included environmental awareness and eagerness of
environmental engagement in the study in order to better
understand the subjective norm component of the TRA and
in this sense to build on Bang et al.s (2000) findings. Figure 1outlines the framework of hypothesized relationships, which
are discussed in detail in the following section.
Conceptualization and research hypotheses
Consumer knowledge is comprised of two major components:
familiarity and expertise. Familiarity, or product related
experience, is the first component of product knowledge,
while the more profound component of product knowledge is
expertise, or the ability to perform product-related tasks (Alba
andHutchinson, 1987;Cordell, 1997). Product knowledge can
include objective or subjective components.Weargue that in the
context of environmental sustainability, objective knowledge
may be a stronger contributor to the formation of consumer
attitudes. Consumers who plan to purchase durable products
such as refrigerators or washing machines may have little
objective experience with a specific brand of the product
(compared to the situation of purchasing a frequently replaced
item).Thus, their perceptions andbeliefs about energy-efficient
products as well as the environment will be shaped positively by
objective factual information (Farhar, 1996).In the context of TRA, energy-saving products which are
marketed as contemporary product innovations (and energy
efficient devices) should enhance consumer beliefs. Bang et al.(2000) highlight that knowledge about green products leads
to stronger beliefs about benefits of the use of green products
and to more positively balanced beliefs about the impact of
product use. Thus we propose the following hypothesis:
H1. Consumer knowledge will positively affect beliefsabout energy-efficient products.
Fishbein and Ajzen (1975) propose a relationship that links
beliefs, attitude, intentions, and behaviors. Beliefs influence a
consumers overall attitude about an object. Beliefs often
reflect commonly available evidence about product
characteristics that helps enhance peoples psychological
comfort (Jervis, 2006). However, we argue that specific
beliefs about consequences of energy-efficient products will
affect specific attitudes toward use of an environmentally
friendly product [rather than general beliefs about a concern
for the environment] (Gardner and Stern, 1996; Hines et al.,1986/1987; Mainieri et al., 1997; Tanner and Kast, 2003).Thus the following hypothesis:
H2. Stronger beliefs about engaging in behaviors favoringenergy-efficient products will positively affect
consumer attitudes toward energy-efficient products.
TRA posits that beliefs are based on knowledge, or that which
the individual perceives to be true. Research in the decision-
making realm has defined confidence as an individuals belief
Predicting consumer intentions to purchase energy-efficient products
H.-Y. Ha and S. Janda
Journal of Consumer Marketing
Volume 29 Number 7 2012 461469
462
that his/her judgment is accurate (Berger, 1992) or that future
events will occur as expected (Siegrist et al., 2003). As noted
previously, both belief and confidence are psychologically
classified as similar perceptions, but the degree of confidence
reflects how sure the consumer is that the product addresses a
genuine issue [it represents an environmental benefit in this
context] (McDonald and Oates, 2006). Thus, confidence
should be considered as an evaluation of consequences in the
TRA.Self-confidence has been cited as an important construct
for understanding consumer behavior. Similarly,
psychological confidence is a fundamental aspect of human
judgment and thought (Tormala et al., 2008). Confidence is a
cognitive component that reflects the degree of conviction or
certainty with which an attitude is held (Berger and Mitchell,
1989; Krishnan and Smith, 1998). In the context of this
study, confidence is defined as the extent to which an
individual feels capable and assured with respect to his/her
marketplace decisions related to energy-efficient products
(Bearden et al., 2001). As such, confidence reflects subjective
evaluations of ones ability to generate positive experiences as
a consumer in this context (Adelman, 1987). Prior research
has shown that attitudes play a more prominent role in choice
behavior when they are confidently held (Fazio, 1990;
Krishnan and Smith, 1998). This stance is supported by
Straughan and Roberts (1999) who found that consumer
confidence about the likelihood of affecting desirable
outcomes had a strong effect on their attitudes and
responses to environmental appeals. Correspondingly,
research shows that people are more likely to engage in
behavior related to environmental causes when they believe
that they have the capability to help solve environmental
problems through their behavior (Axelrod and Lehman, 1993;
Grob, 1995; Tanner, 1999). Based on this discussion, the
following hypotheses are proposed:
H3. Consumer confidence will be positively related to
attitude toward energy-efficient products.H4. Attitudes toward energy-efficient products are
positively related to behavioral intentions.
The present model proposes that the more conscious
individuals are of the current state of the environment, the
more likely they will be to act in an environmentally conscious
way (Grob, 1995; Maloney and Ward, 1973). From a TRA
perspective, environmental awareness may be considered a
determinant of subjective norm. The environmental
awareness is represented by environmental knowledge and
the recognition of environmental problems (Grob, 1995). In
pertinent situations, it should then be directly linked to
whether environmental attitudes predict actual behavior.We propose that a heightened sense of environmental
awareness may enhance a consumers sense of moral
obligation, and in turn, indirectly affect environmental
behaviors (OConnor et al., 1999). Since a personal norm,e.g. a feeling of moral obligation, is a powerful motivator of
environmental behavior (Hopper and Nielsen, 1991; Tanner
and Kast, 2003), we can expect a positive correlation between
environmental awareness and subjective norm. This leads to
the following hypothesis:
H5. Environmental awareness is positively related tosubjective norms.
Subjective norm refers to the influence of ones group of
significant others on his/her behavior (Young and Kent,
1985). Because the subjective norm is equal to the sum of the
strength of each normative belief times the motivation to
comply (Buchan, 2005), we propose it should positively affect
consumer eagerness. Eagerness is conceptualized as a desire
to take action and is similar to the desire measure adopted by
Fitzmaurice (2005) and Perugini and Bagozzi (2001). We
define it as the extent to which an individual has a strong
internal drive to engage in an activity. This study uses
eagerness to indicate a proactive stance toward environmental
activity.Much research has suggested that consumers vary in their
eagerness to engage in a new behavior (Bargh, 2002;
Fitzmaurice, 2005). Consumer eagerness has been shown to
encourage consumers to reach toward desired end states and
in that sense eagerness would be expected to trigger a drive to
engage in opportunities supporting sustainability goals (Pham
Figure 1 Model
Predicting consumer intentions to purchase energy-efficient products
H.-Y. Ha and S. Janda
Journal of Consumer Marketing
Volume 29 Number 7 2012 461469
463
and Avnet, 2004). Thus strong subjective norms related to
engaging in an environmental behavior would enhance
consumer eagerness if consumers feel that doing so wouldimprove the current environment. More specifically, such
norms foster a more eager form of environmental behavior, inwhich the consumer is more willing to engage in the proactive
environmental activity which leads to further behavioral
intentions (Carver, 2001). This is also consistent with the ideathat subjective norms based on environmental motivations
should encourage behavioral intentions (Fishbein and Ajzen,
1975). Thus,
H6. Subjective norms will positively affect consumereagerness.
H7. Eagerness will positively affect behavioral intention.H8. Subjective norms will positively affect behavioral
intention.
Methodology
Participants and procedure
Well-established electronics and appliance stores wereselected in order to sample for respondents. A total of 320
hand-delivered surveys were distributed to consumers outsideTechnomart and Etland in Seoul, South Korea. Etland is the
number one store and Technomart is the second one by sales
volume in the capital city of South Korea. Respondents whohad recently purchased energy-saving products (e.g. bulbs, air
conditioners, TV, fridges, and washing machines) were
selected into the sample.In each case, the primary shopper was asked to fill out the
survey instrument. 218 surveys were returned, representing aresponse rate of 68.1 per cent. Due to missing information
and inadequate responses, a total of 202 usable questionnaireswere obtained. Participants were 72 males and 130 females
ranging in age from 26 to 57 years with a mean age of 41.3
years (s.d. 7.14). In terms of gender distribution, theproportion of women in our sample (64.3 per cent) was
found to be higher than the corresponding proportion in the
nationwide population (51 per cent). This is reflective of theSouth Korean context where shopping on behalf of the
household is still done more by women than by men. In total37 percent of participants indicated that their gross income
was less than $30,000, 46 percent between $30,000 and
$50,000, 13 percent more than $50,000 and for 4 percentof the respondents these data were missing. The distribution
of highest educational level attained showed 24 percent hadcompleted high school, 68 percent had completed a college or
university degree, and 8 percent had attained a master or
doctoral degree.Response bias was also examined using the method
proposed by Armstrong and Overton (1977). One viablecheck for non-response bias is to split the sample into early
(n 126) and late respondents (n 76). Both comparisonsshowed that the subjects demographic profiles were similar,and that ratings on various measures included in the study
were statistically similar. Thus, we are reasonably assured thatthe data set used in this study is not biased.
Measures
All constructs were measured via five-point Likert scalesmainly because this type of scale has been shown to be robust
even in non-US cultural settings (Flaskerud, 1988). The six
constructs measured were the following: knowledge [with four
items adapted from Bang et al. (2000) and Tanner and Kast
(2003)]; belief [with three items adapted from Bang et al.
(2000) and Mainieri et al. (1997)]; confidence [with three
items adapted from Tanner and Kast (2003)]; environmental
awareness [with three items adapted from Grob (1995)];
subjective norm [with four items adapted from Tanner and
Kast (2003) and Thgersen and Olander (2006)]; and
attitude [with four items adapted from Tanner and Kast
(2003)].To measure consumer attitude toward energy-saving
products, measurement scales for eagerness and behavioral
intention were developed based on the guidelines suggested
by Churchill (1979). We first conducted in-depth discussions
with 27 shoppers to generate the initial pool of scale items
(these individuals were different from those who participated
in the main study). Two academic researchers then evaluated
this pool of items for face validity. Based on their feedback,
several items were deleted or modified. We then conducted a
focus group study with 14 shoppers. Inputs from these
respondents were used to further refine and modify the final
items. Based on these procedures, we ended up with a three-
item scale for eagerness and a two-item measure for
behavioral intentions.
Results
Confirmatory factor analysis
As shown in Table I, the CFA measurement model provided a
good fit to the data. While the chi-square statistic was
significant (p , 0.01), it is known to be highly sensitive tosample sizes (Joreskog, 1993), so various alternative fit
statistics were computed [e.g. the comparative fit index (CFI);
the non-normed fit index (NNFI); and the root mean square
error of approximation (RMSEA)]. Values in the mid- to
high- 0.90 range indicate good fit for the CFI and NNFI, and
values of 0.80 and less indicate good fit for the RMSEA (Hu
and Bentler, 1999). The CFI estimate was 0.987. The
RMSEA estimate was 0.057, indicating that the fit is good
because the RMSEA is the least affected by sample size
(Sharma et al., 2005). Similarly, the NNFI estimate was 0.965
which further supports the adequacy of the measurement
model.Composite reliability was calculated using the procedures
outlined by Fornell and Larcker (1981). We examined the
parameter estimates and assessed the average variance
extracted for each construct (Anderson and Gerbing, 1988;
Bagozzi and Yi, 1988). The composite reliabilities for the
eight constructs ranged from 0.82 to 0.89. The average
variance extracted ranged from 0.54 to 0.76. The factor
loadings ranged from 0.610 to 0.862 ( p , 0.01). In aconfirmatory factor analysis, each measure also loaded
significantly on the expected constructs, which demonstrates
convergent validity.On the basis of the validation sample, we assessed
discriminant validity with Fornell and Larckers (1981)
criterion. Table II shows that the smallest AVE exceeds the
squared correlation between each pair of the relationship
value dimensions. This indicates a satisfactory level of
discriminant validity.
Predicting consumer intentions to purchase energy-efficient products
H.-Y. Ha and S. Janda
Journal of Consumer Marketing
Volume 29 Number 7 2012 461469
464
Table I Loadings of all measurement items using CFA
Variables CR AVE Loadings
Knowledge 0.85 0.59
How familiar are you with energy-efficient products? 0.618
How knowledgeable are you about energy-efficient products? 0.736
Energy-efficient appliance is more appropriate for the environment than conventional cost-saving
appliance
0.771
Energy-efficient appliance is produced by the environmentally friendly process. 0.693
Belief 0.87 0.70
I believe that being environmentally conscious when buying does not directly benefit the environment 0.816
How important is the environment when considering energy-efficient products 0.772
How important is reliability when considering energy-efficient products 0.630
Confidence 0.88 0.71
I believe in the quality guarantee of energy-efficient products 0.734
I trust my own judgment when deciding which appliances to consider 0.783
I am very confident about which appliances are worth considering for the environment 0.739
Environmental awareness 0.84 0.65
The main cause of the climate change is a lack of environmental risk perceptions 0.718
Current environmental situations are very serious for our future 0.675
Without innovation, conventional production is a serious environmental problem 0.716
Subjective norm 0.82 0.54
Everyone has a responsibility to contribute to environmental preservation by purchasing energy-
saving products
0.781
I feel morally obligated to refrain from buying the conventional cost-saving products 0.828
I get a bad conscience if I choose conventional instead of energy-saving products 0.624
I accept and carry out the environmental activity even though it is different from me 0.610
Eagerness 0.89 0.73
I like helping the current climate change 0.680
I like engaging in the environmental campaign 0.791
I can be very enthusiastic if my action helps the planet 0.862
Attitude 0.88 0.65
It is not important to me whether the product is energy-saving or not 0.776
Environmental protection is important to me when making purchases 0.740
If I can choose between energy-saving and conventional products, I prefer energy-saving one 0.660
I have a favorable attitude toward purchasing an energy-saving product 0.727
Behavioral intention 0.89 0.76
The probability that I will buy the energy-saving product is very high 0.770
I will buy an energy-efficient product in a more effective way 0.816
x2 5 517.328; DF 5 271
CFI 5 0.987; NNFI 5 0.965; RMSEA 5 0.057
Note: CR=Composite Reliability
Table II Discriminant validity
Mean SD 1 2 3 4 5 6 7 8 a
1. Knowledge 3.11 0.86 0.59 0.772. Belief 2.88 0.96 0.41 0.70 0.783. Confidence 3.25 0.66 0.42 0.49 0.71 0.794. Environmental awareness 3.48 0.87 0.38 0.45 0.46 0.65 0.745. Subjective norm 3.39 1.01 0.31 0.37 0.38 0.35 0.54 0.736. Eagerness 3.36 0.93 0.43 0.51 0.51 0.47 0.39 0.73 0.827. Attitude 3.22 0.91 0.38 0.45 0.46 0.42 0.35 0.47 0.65 0.818. Behavioral intention 2.66 1.12 0.44 0.53 0.53 0.49 0.41 0.55 0.49 0.76 0.77
Notes: Italic numbers on the diagonal show the AVE. a is Cronbachs Alpha
Predicting consumer intentions to purchase energy-efficient products
H.-Y. Ha and S. Janda
Journal of Consumer Marketing
Volume 29 Number 7 2012 461469
465
Structural equation model results
The structural model revealed a x2 of 678.231(df 288; p , 0:01; x2=df 2:355), CFI of 0.921, TLI of0.903, and RMSEA of 0.065. All relationships proposed by
the model were significant, except for the path from subjective
norm to eagerness of environmental engagement. Overall fit
was excellent. The squared multiple correlations for the
structural equations were as follows: belief about energy-
efficient product, 0.25; attitude toward the product, 0.72;
subjective norm, 0.16; eagerness of environmental
engagement, 0.23; and behavioral intention, 0.43. Thus, a
substantial proportion of variance in each of these constructs
is explained.H1, predicting a positive relationship between consumer
knowledge and beliefs, was statistically significant
(b 0:49; p , 0:001). The proposed relationship (H2)between beliefs and attitude toward energy-efficient
products was also significant in the current data
(b 0:72; p , 0:001).H3, predicting a positive relationship between consumer
confidence and attitude toward energy-efficient products, was
also supported (b 0:32; p , 0:001). H4, predicting a keyrelationship between attitude and intention, was strongly
positive (b 0:46) and significant at p , 0.001.The proposed relationship (H5) between environmental
awareness and subjective norm was supported
(b 0:40; p , 0:001), but interestingly, the proposedrelationship (H6) between subjective norm and eagerness
was not statistically significant. Further, the proposed
relationship (H7) between eagerness and behavioral
intention was also supported (b 0:27; p , 0:01). Finally,H8, predicting one of key relationships of TRA between
subjective norm and behavioral intention, was positive
(b 0:25) and significant at p , 0.01.In general, the results of the proposed model are consistent
with those of prior TRA studies. However, we find a non-
significant relationship between subjective norm and
eagerness of environmental engagement. In other words, our
study failed to find evidence of whether subjective norm
enhances a consumers eagerness of environmental
engagement.
Discussion and managerial implications
This study draws on the TRA framework to understand
consumers decisions related to purchasing energy efficient
products. This study is relevant in todays environment as the
recent spike in global energy prices and growing concerns for
the natural environment (Jansson et al., 2010) has led
consumers toward seeking out energy-efficient green
products. A sample of respondents in South Korea is
utilized to empirically evaluate a proposed model that looks
at the effect of attitudes and subjective norm components on
behavioral intention in this context. Belief about energy-
efficient product being considered and confidence of
consequence are tested as predictors of attitude toward the
energy-efficient product. Similarly, environmental awareness
is used as a predictor of subjective norm. In addition, the
model also looks at how eagerness of environmental
engagement affects behavioral intention. Overall, the
proposed model successfully accounts for 43 percent of the
variance explained in predicting intention to engage in the
behavior of purchasing the energy-efficient product.A notable finding of the research is that even though both
attitude and subjective norm had significant effects on
behavioral intention as the TRA would suggest, the effect of
attitude on behavioral intention is much stronger
(b 0:46; p , 0:001) than the effect of subjective norm onbehavioral intention (b 0:25; p , 0:01). The implication ofthis finding in this context is that companies marketing
energy-efficient products need to make sure that potential
consumers have strong favorable attitudes toward their brand
of such products. Since attitudes are formed from beliefs and
knowledge, such companies need to utilize informational
advertisements that clearly illustrate the energy-saving
consequences of their particular brands of such products.
Lack of clear, detailed information related to
environmentally-friendly products has often been cited as a
challenge faced by consumers (Pickett-Baker and Ozaki,
2008). One way of accomplishing this (in the context of an
appliance) would be to use a factual, comparative approach
where the featured energy-saving appliance would be
illustrated as saving a considerable percentage of energy
over a regular appliance (non energy-efficient appliance).
Figures related to the monetary amount of energy savings per
year can similarly be added to such advertisements in order to
make a compelling argument. Our research shows that even
though general environmental awareness and normative
influences will positively affect behavior, promotions
focusing on informational appeals must be used to
effectively influence potential consumers in this context.The relationship between subjective norm and eagerness of
environmental engagement has previously been established
(Fitzmaurice, 2005), but the current study did not find this
link to be significant. However, the results do indicate that a
higher level of eagerness of environmental engagement has a
positive and significant effect on behavioral intention
(b 0:27; p , 0:01). The implication of these findings isthat someones intention to engage in the purchase of an
energy-efficient product may be shaped by how much he/she
feels that his/her behavior is empowering in terms of affecting
the environment in a positive way. Thus even though factual
and informational promotions featuring the focal brand would
be effective in affecting behavioral intentions in this context
(as pointed out previously), at the same time, strategies
focusing on general information about the necessity of
protecting the environment and saving resources would also
play a role in affecting intentions.
Limitations and future research
Several limitations exist in terms of the generalizability and
interpretation of the results of the study. First, this study did
not find the relationship between subjective norm and
eagerness to be significant, which is contrary to previous
research findings. Future research may need to look further
into this relationship. Second, future research needs to
examine our model in the industrial purchasing context (in
place of final consumers). This would be pertinent as
industrial purchasers are typically responsible for high levels
of energy use (compared to final consumers). Third, it would
be important to test the robustness of this model by
replicating it in other contexts outside of South Korea.
Predicting consumer intentions to purchase energy-efficient products
H.-Y. Ha and S. Janda
Journal of Consumer Marketing
Volume 29 Number 7 2012 461469
466
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About the authors
Dr Hong-Youl Ha is an Assistant Professor of Marketing at
the Kangwon National University in Korea. He obtained his
PhD from Swinburne University of Technology in Australia
and his articles have been previously published in the
European Journal of Marketing, International MarketingReview, Service Industries Journal, Journal of ServicesMarketing, among others.Dr Swinder Janda is a Professor of Marketing and The Paul
Edgerley Endowed Chair in Global Business at Kansas State
University, Manhattan, Kansas, USA. He has published
numerous times in journals such as Psychology & Marketing,European Journal of Marketing, International Journal of ServiceIndustry Management, International Marketing Review, Journal
of Brand Management, and Journal of Consumer Marketing,among others. Swinder Janda is the corresponding author and
can be contacted at: Swinder@ksu.edu
Executive summary and implications formanagers and executives
This summary has been provided to allow managers and executivesa rapid appreciation of the content of this article. Those with aparticular interest in the topic covered may then read the article intoto to take advantage of the more comprehensive description of theresearch undertaken and its results to get the full benefits of the
material present.
Growing concern about climate change has attracted
increased attention from media and consumers alike. One
effect is greater consumer interest in products rating high in
energy efficiency. Evidence suggests that such individuals are
likely to seek out these products from companies which share
their apprehension about ecological issues. For their part,
businesses have recognized that a focus on the environment
and sustainability can help secure a competitive edge.However, different studies have confirmed that
environmental-consciousness is not necessarily reflected in
purchase behavior. A reason commonly cited for the apparent
consumer reluctance to buy green products is the higher price
typically attached to them. This unwillingness is further
reflected by the difficulties experienced by firms when
Predicting consumer intentions to purchase energy-efficient products
H.-Y. Ha and S. Janda
Journal of Consumer Marketing
Volume 29 Number 7 2012 461469
468
marketing products which exploit sources of renewable
energy.Certain theorists posit that attitude towards a certain
behavior impacts both on behavioral intention and on actual
behavior. This theory of reasoned action (TRA) is considered
potentially useful in predicting consumer behavior regarding
energy-saving products. At its core is the notion that attitude
towards a behavior impacts on intention to engage in the
behavior and that intention in turn determines actual
behavior.It is argued that behavior regarding energy saving could be
predicted using this outlook. Existing beliefs about the
positive impact of buying an energy efficient product might
persuade green consumers to select that option instead of an
alternative which appeals because of its lower price.These beliefs can increase when energy-saving products are
marketed as being innovative as well as energy-efficient, some
sources claim. Consumer familiarity with a product and,
particularly, their objective knowledge obtained through such
as factual information also influence attitude in this context.
One assumption of this is that people are more inclined to
hold favorable attitudes towards the use of energy-saving
products when they retain similarly positive beliefs about their
impact.Individuals who possess knowledge about a product are
confident in their judgment of its capabilities. Increased
confidence also tends to heighten the impact of attitude on
intention and behavior. Where energy-saving is concerned,
evidence indicates that consumers become likelier to engage
in certain behaviors when they are confident that the effect on
the environment will be positive.Another assumption of TRA is that correlation exists
between levels of environmental consciousness and the
propensity to engage in green behaviors. Concerned
individuals will feel morally compelled to act in such ways.
One assumption is that conducting activates in an
environmentally-responsible manner is a subjective norm
among these consumers. Some analysts point out that the
presence of eagerness and internal motivation further
heighten the propensity to engage in such behaviors,
especially when those involved perceive that doing so will
benefit the environment.Ha and Yanda explore these issues in a study of consumers
in the South Korean capital, Seoul. Subjects were approached
outside leading appliance and electronics stores and those
who had recently purchased energy-saving products were
selected. The final total of 202 usable responses consisted of
72 from males and 130 from females between 26 and 57
years-old. The number of women in the sample was higher
than represented in the general population but reflected the
tendency in South Korea for females to be likelier than men to
shop for the family. Survey questions measured knowledge,
belief, confidence, environmental awareness, subjective norm
and attitude towards energy-saving products.Analysis of the data revealed that:
1 consumer knowledge positively influences belief aboutenergy-saving products;
2 those with strong beliefs about engaging in activitiesinvolving energy-efficient products have a more positiveattitude towards such products;
3 attitude towards energy-saving products is positivelyinfluence by consumer confidence;
4 a positive relationship exists between attitudes towardsenergy-efficient products and behavioral intention;
5 environmental awareness is positively associated withsubjective norms;
6 behavioral intention is positively influenced by eagerness;and
7 subject norms positively impact on behavioral intentions.
Contrary to expectation, no statistically significantrelationship was found between subjective norm andeagerness towards participating in pro-environmentalbehaviors. Previous studies had indicated otherwise.Eagerness did show a strong positive effect on behavioralintention, though. The authors believe that consumerintention to use energy-efficient products could increasewhen they feel their actions will have a favorable impact onthe environment. As a means to influence intention, theysuggest that marketers should focus on providing generalinformation to remind consumers of the importance ofenvironmental protection and resource conservation.Results showed a considerable impact on behavioral
intention from both attitude and subjective norm. That theeffect of attitude was found to be considerably stronger is seenas especially significant. Firms are advised to note this andtake measures to ensure that consumers have a favorableattitude towards their energy-saving products. Since beliefsand knowledge influence attitude, Ha and Yanda point out theimportance of providing consumers with relevantinformation. A recommend strategy is to incorporate intoadvertisements details of the energy-saving effects of using thecompanys products and brands. Providing detailed factualinformation so that potential buyers can compare energyconsumption between energy-saving and regular appliancescan prove persuasive. Marketers could even include figures toemphasize the amount of monetary savings to furtherstrengthen their case. Certain studies have indicated theeffectiveness of informational appeals in this context. In othercases, consumer reluctance to embrace ecologically-friendlyproducts has been attributed to detailed information beingabsent.Further exploration of the relationship between subjective
norm and eagerness is urged. Researchers could also replicatethe study using industrial consumers since energy usage levelsare much higher in that environment. Examining the use ofenergy-saving products within other nations and cultures canalso help test the robustness of these findings.
(A precis of the article Predicting consumer intentions to purchaseenergy-efficient products.)
Predicting consumer intentions to purchase energy-efficient products
H.-Y. Ha and S. Janda
Journal of Consumer Marketing
Volume 29 Number 7 2012 461469
469
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