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Global-scale energy use has contributed to worldwide environmental issues, including climate change, global warming, and air and haze pollution. Home appliances are commonly used products that consume a lot of energy. This study aims to empirically assess the factors that lead to pro-environmental consumer behavior in households under the influence of haze pollution. The relationship among the variables of the theory of planned behavior (TPB) (attitude, subjective norms, perceived behavioral control, purchase intention, and purchase behavior), the norm activation model (NAM) (ascription of responsibility, awareness of consequences, personal norms), and additional psychological variables such as green trust and environmental concern has been examined. In addition, the moderating role of herd mentality on consumer purchasing has also been assessed. A non-probability-based purposive sampling technique has been employed to gather data from 429 respondents. The results from PLS-SEM show that haze pollution stimulates the usage of energy-saving appliances. Environmental concern positively affects consumers' intentions to purchase energy-efficient household appliances, and green trust positively influences environmental concern. Subjective norms, attitudes, perceived consumer effectiveness, and environmental concern shape purchase intention. Personal norms are influenced by the awareness of consequences and the ascription of responsibility. The influence of these factors on consumers' pro-environmental behavior is evident in purchasing energy-efficient household appliances to minimize haze and mitigate associated environmental issues. This study proposes strategies to persuade individuals to purchase energy-efficient household equipment based on the empirical findings.
Jia et al. (Wed,) studied this question.