Transforming Environmental Concern into Adoption of Energy Efficient Air Conditioners: A Comparative View of TPB & DOI Models

Abstract

Background

The rising demand for energy in India due to tropical weather conditions, rising income levels and rapid urbanization has caused an increase in buying and use of air conditioners. Air conditioners are energy guzzlers. Strangely, although there is a high consideration for use of energy efficient air conditioners and high concern for the environment, yet the adoption of these appliances is considerably less, leading to an energy efficiency gap.

Focus of the Article

The present study aims to fulfill the energy efficiency gap by comparing the influence of psychological factors (expanded Theory of planned behavior (TPB) model) with technical factors (Diffusion of innovation (DOI) model) on the intention to purchase energy efficient air conditioners. The study also compares serial mediating effects of expanded TPB constructs and DOI constructs to transform environmental concern into purchase behavior towards energy efficient air conditioners.

Research Questions

The study attempts to answer the research questions, how do psychological factors influence purchase intention towards energy efficient air conditioners, how do technical factors influence purchase intention towards energy efficient air conditioners, and what extent, psychological and technical factors, carry the influence of environmental concern on purchase behavior towards energy efficient air conditioners? The hypotheses stipulate that the psychological factors and the technical factors have a significant influence on intention. The study also compares the sequential mediation of psychological and technical factors that carry the effect of environmental concern on purchase behavior towards energy efficient air conditioners.

Methods

A quantitative descriptive study was carried out by distributing a self-administered questionnaire within three regions: Delhi & NCR, Punjab and Tri-city. The data collected from 424 respondents have been analysed using AMOS 23.0. Path analysis has been used to test the direct relationship of psychological and technical factors on purchase intention towards energy efficient air conditioners. Further, serial mediating effects were analysed using bias-corrected bootstrapping analysis in AMOS 23.0.

Results

Both psychological factors and technical factors (except trialability) significantly influence purchase intention towards energy efficient air conditioners. However, the psychological factors have been found relatively more influential than technical factors. Further, psychological factors sequentially mediate the effect of environmental concern on purchase behavior, whereas technical factors do not mediate.

Importance to Social Marketing Field

Social marketing practitioners can promote the adoption of energy efficient air conditioners by designing interventions based on extended TPB model to transform environmental concern into purchase behavior. The study will contribute towards bridging the energy efficiency gap, considering the infirm impact of current commercial marketing campaigns focusing solely on technical aspects.

Recommendations for Research/Practice

The present study manifests that integrated marketing communication based on both the types of TPB and DOI constructs will put synergetic impact on purchase intention.

Limitations

The context of the study is limited in terms of one product, regions and households covered. Future studies can be carried out with larger samples, multiple products, and wider regions to generalise the study’s findings in situations involving pro-environmental purchase behavior.

Keywords

Innovation-diffusion theory theory of planned behavior innovative characteristics energy efficient adoption intention

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