Enhancing energy-efficient home appliance adoption: Media publicity strategies and planned behavior theory

Andika Andika; Muinah Fadhilah; Della Nanda Luthfiana; Nadia Nadia; Malik Abd Karim Amirullah

doi:10.20885/AMBR.vol4.iss2.art5

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May 26, 2024

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July 3, 2024

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August 15, 2024

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Abstract

Adopting energy-efficient home appliances is one of the critical strategies for supporting environmental protection through reducing energy consumption. This study aims to identify factors contributing to consumers’ intentions to adopt energy-efficient household appliances (EEHA) in Indonesia, particularly in Java, a representative area of energy consumption in the country. Adopting the Theory of Planned Behavior (TPB) as the main theoretical framework, the study expands the model to include media publicity (MP) variables as external factors. The survey method was applied to 200 respondents, and the collected data were analyzed using the Structural Equation Modeling (SEM) technique through Smart-PLS 4. The results revealed that consumer attitudes (CA), perceived behavioral control (PBC), and subjective norms (SN) significantly affected consumers’ intentions in adopting EEHA. Furthermore, the study found that MP significantly influences CA. Likewise, as we expected, MP significantly affected PBC and SN, marking the first time this relationship has been identified in the context of the adoption of EEHA. Based on these findings, we discuss some of the implications for policymakers, marketers, and environmental practitioners in promoting the adoption of EEHA to accelerate the transition to more sustainable energy consumption in households.

Keywords

Media publicity theory of planned behavior energy-efficient home appliances intention to buy

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Andika, A., Fadhilah, M., Luthfiana, D. N., Nadia, N., & Amirullah, M. A. K. (2024). Enhancing energy-efficient home appliance adoption: Media publicity strategies and planned behavior theory. Asian Management and Business Review, 4(2), 241–259. https://doi.org/10.20885/AMBR.vol4.iss2.art5

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Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211. https://doi.org/10.47985/dcidj.475

Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions, and perceived behavioral control. Journal of Experimental Social Psychology, 22(5), 453–474. https://doi.org/https://doi.org/10.1016/0022-1031(86)90045-4

Akadiri, S. Saint, Adebayo, T. S., Nakorji, M., Mwakapwa, W., Inusa, E. M., & Izuchukwu, O. O. (2022). Impacts of globalization and energy consumption on environmental degradation: What is the way forward to achieving environmental sustainability targets in Nigeria? Environmental Science and Pollution Research, 29(40), 60426–60439. https://doi.org/10.1007/s11356-022-20180-7

Ali, M. R., Shafiq, M., & Andejany, M. (2021). Determinants of consumers’ intentions towards the purchase of energy efficient appliances in pakistan: An extended model of the theory of planned behavior. Sustainability (Switzerland), 13(2), 1–17. https://doi.org/10.3390/su13020565

Ali, S., Ullah, H., Akbar, M., Akhtar, W., & Zahid, H. (2019). Determinants of consumer intentions to purchase energy-saving household products in Pakistan. Sustainability (Switzerland), 11(5), 1–20. https://doi.org/10.3390/su11051462

Andika, Luthfiana, D. N., Nadia, & Kartinah. (2023a). Green purchase behavior: The role of green advertising, green awareness, and eco-literacy. IOP Conference Series: Earth and Environmental Science, 1181(1), 1–6. https://doi.org/10.1088/1755-1315/1181/1/012025

Andika, Nadia, Najmudin, M., & Hasibuan, A. B. (2023b). Green cosmetics in Indonesia: Unraveling attitude-behavior gap and gender moderation. Jurnal Aplikasi Bisnis, 21(4), 1134–1152. https://doi.org/http://dx.doi.org/10.21776/ub.jam. 2023.021.04.20.

Apipuchayakul, N., & Vassanadumrongdee, S. (2020). Factors affecting the consumption of energy-efficient lighting products: Exploring purchase behaviors of Thai consumers. Sustainability (Switzerland), 12(12), 1–16. https://doi.org/10.3390/SU12124887

Ashraf Fauzi, M., Hanis Zainal Abidin, N., Mohd Suki, N., & Mokhtar Albshir Budiea, A. (2023). Residential rooftop solar panel adoption behavior: Bibliometric analysis of the past and future trends. Renewable Energy Focus, 45, 1–9. https://doi.org/https://doi.org/10.1016/j.ref.2023.02.002

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Enhancing energy-efficient home appliance adoption: Media publicity strategies and planned behavior theory

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