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Purpose The purpose of this study is to predict the antecedents of consumers' purchase intention of energy-efficient home appliances. This study incorporated two additional constructs (knowledge of eco-labels and knowledge of eco-labels) in the model of the theory of planned behavior. Consumers' enhanced trust for energy-efficient products is crucial to purchase intention. The second construct is consumers' knowledge of eco-labels. Knowledge of eco-labels would help to assess consumers' tendency toward environmental problems and intention to purchase energy-efficient home appliances. Design/methodology/approach This study used a quantitative approach using a survey (questionnaire) method to collect data of respondents. Non-probability quota based on age and convenience sampling techniques were employed to select the participants of this study. Findings The findings of the study revealed that consumer knowledge of eco-labels, green trust, subjective norm, attitude and perceived behavioral control have positive influence on purchase intention of energy-efficient home appliances. Originality/value Eco-labels are served as a marketing tool to distinguish producer's products from others. Prior studies have only focused on consumers' general knowledge. This study helps marketers to understand and design strategies to generate more value for green consumers. This study also contributes to the literature on green marketing by employing the theory of planned behavior.
Waris et al. (Wed,) studied this question.