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Understanding contextual factors affecting the adoption of energy-efficient household products in Jordan

Understanding contextual factors affecting the adoption of energy-efficient household products in... This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness, perceived performance risk and perceived financial risk with the theory of reasoned action (TRA).Design/methodology/approachIn total, 474 targeted Jordanian householders completed a structured survey, providing data for exploratory and confirmatory factor analyses and for structural path analysis to test the research model and hypotheses.FindingsAttitude most strongly predicts purchase intention. Environmental awareness positively influences subjective norms and reduces perceived performance and financial risks, which are related to purchase intention.Research limitations/implicationsThis research examines perceived performance and financial risks. Others including social and physical risks have research potential. Future research on international marketing strategy and cross-cultural consumer behavior could compare Jordan with its oil-producing neighbors.Practical implicationsEnvironmental awareness affects ESP purchase intention. Marketing strategy should focus on reducing perceived functional and financial risks while enhancing subjective norms by encouraging positive word of mouth.Social implicationsThe findings enhance environmental sustainability by indicating ways of reducing energy consumption and increasing the usage of environmentally friendly products. The study addresses behavioral and social aspects of green products, whereas most ESP suppliers focus on technology.Originality/valueThe study’s major theoretical contribution is incorporating perceived risk and environmental awareness into the TRA to better understand intention to purchase ESPs. Empirically, it conceptualizes and tests an integrated model of determinants of attitudes and intentions with new insights from an emerging market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sustainability Accounting, Management and Policy Journal Emerald Publishing

Understanding contextual factors affecting the adoption of energy-efficient household products in Jordan

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2040-8021
DOI
10.1108/sampj-05-2018-0144
Publisher site
See Article on Publisher Site

Abstract

This paper aims to examine contextual factors affecting intention to purchase energy-saving products (ESPs), via a research model integrating environmental awareness, perceived performance risk and perceived financial risk with the theory of reasoned action (TRA).Design/methodology/approachIn total, 474 targeted Jordanian householders completed a structured survey, providing data for exploratory and confirmatory factor analyses and for structural path analysis to test the research model and hypotheses.FindingsAttitude most strongly predicts purchase intention. Environmental awareness positively influences subjective norms and reduces perceived performance and financial risks, which are related to purchase intention.Research limitations/implicationsThis research examines perceived performance and financial risks. Others including social and physical risks have research potential. Future research on international marketing strategy and cross-cultural consumer behavior could compare Jordan with its oil-producing neighbors.Practical implicationsEnvironmental awareness affects ESP purchase intention. Marketing strategy should focus on reducing perceived functional and financial risks while enhancing subjective norms by encouraging positive word of mouth.Social implicationsThe findings enhance environmental sustainability by indicating ways of reducing energy consumption and increasing the usage of environmentally friendly products. The study addresses behavioral and social aspects of green products, whereas most ESP suppliers focus on technology.Originality/valueThe study’s major theoretical contribution is incorporating perceived risk and environmental awareness into the TRA to better understand intention to purchase ESPs. Empirically, it conceptualizes and tests an integrated model of determinants of attitudes and intentions with new insights from an emerging market.

Journal

Sustainability Accounting, Management and Policy JournalEmerald Publishing

Published: Jun 6, 2019

Keywords: Middle East; Theory of reasoned action; Perceived risk; Jordan; Environmental awareness; Energy-saving products

References