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Energy Efficiency
Published in: Energy Efficiency 7/2020

21-08-2020 | Original Article

An extension of the goal-framing theory to predict consumer’s sustainable behavior for home appliances

Authors: Irfan Hameed, Kamran Khan

Published in: Energy Efficiency | Issue 7/2020

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Abstract

This study aims to investigate the extended role of goal-framing theory (GFT) on the energy-saving air conditioners called inverter air conditioners (IACs) in the context of the developing market (Pakistan). The GFT has three constructs, gain motivations, hedonic motivations, and normative motivations, which affect consumers’ sustainable behavior. The study is based on a survey of IAC users with the final sample size of 418 and using PLS-SEM. The empirical findings highlight the importance of all the three motivational factors and the negative moderation of perceived behavior control (PBC). There is a substantial direct effect of normative motivations, whereas the direct effect of gain motivations on sustainable intentions is insignificant. Implications for the marketing professionals and policymakers suggested the use of a mix-motivational approach to get sustainable results while promoting sustainable products like IACs. Avenues for further exploration into this area have also been recommended to future researchers.
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Appendix
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Metadata
Title
An extension of the goal-framing theory to predict consumer’s sustainable behavior for home appliances
Authors
Irfan Hameed
Kamran Khan
Publication date
21-08-2020
Publisher
Springer Netherlands
Published in
Energy Efficiency / Issue 7/2020
Print ISSN: 1570-646X
Electronic ISSN: 1570-6478
DOI
https://doi.org/10.1007/s12053-020-09890-4

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