Predicting consumer intentions to purchase energy‐efficient products

Purpose This research aims to examine behavioral intentions toward purchase of energy‐efficient products utilizing the theory of reasoned action framework. Design/methodology/approach Survey data from a sample of 202 shoppers of electrical appliances and small electronic products was utilized to estimate the proposed model. Findings The main finding is that attitude toward energy‐efficient product has a stronger effect on intentions compared to the subjective norm component. Research limitations/implications In order to maximize use of their financial resources, companies marketing energy‐efficient products need to focus 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‐saving consequences 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 concerns among businesses, governments, and consumers.