An analysis of consumer purchase intention for energy-efficient products

In the Indian electricity sector, demand-side management (DSM) of energy through end-use energy efficiency improvements has a crucial role in India's climate mitigation plan. Using energy-efficient electric appliances in the backdrop of the growing prosperity and size of the household sector has enormous potential for reducing power shortages and affecting carbon emissions in the economy. However, end-users lack the outlook on adopting energy-efficient products, and literature also reports inconsistency in attitude-behaviour linkages. This study extends the theory of planned behaviour (TPB) model and explores the ethical nature of purchasing energy-efficient products. The study examines ethical consciousness for determining motivations and barriers from the buyer's perspective vis-a-vis energy-efficient appliances. The study uses the partial least squares-structural equation modelling (PLS-SEM) technique with the help of SmartPLS3 software and finds that sustainable consumption choices like the purchase of energy-efficient products are ethical and more complex. The study also shows the moderation effect on the linkage between consumer intentions and potential purchase of energy-efficient products.