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Energy efficient household appliances in emerging markets: the influence of consumers' values and knowledge on their attitudes and purchase behaviour

Nguyen, Ninh, Lobo, Antonio and Greenland, Steven J. (2017). Energy efficient household appliances in emerging markets: the influence of consumers' values and knowledge on their attitudes and purchase behaviour. International Journal of Consumer Studies,41(2):167-177.

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Title Energy efficient household appliances in emerging markets: the influence of consumers' values and knowledge on their attitudes and purchase behaviour
Author Nguyen, Ninh
Lobo, Antonio
Greenland, Steven J.
Journal Name International Journal of Consumer Studies
Publication Date 2017
Volume Number 41
Issue Number 2
eISSN 1470-6431
Start Page 167
End Page 177
Total Pages 11
Place of Publication United Kingdom
Publisher Wiley-Blackwell Publishing Ltd.
Field of Research 1505 - Marketing
Abstract This research integrates both motivational and cognitive approaches to better understand consumers' purchase behaviour of energy efficient household appliances in emerging markets. A unique values, knowledge, attitudes and behaviour model was developed, and then validated by obtaining data from Vietnamese consumers which yielded 682 usable responses. The findings confirm that consumers with stronger adherence to egoistic values are more likely to develop negative attitudes towards environmental protection, and they tend to formulate positive attitudes towards individual inconvenience associated with the purchase of energy efficient appliances. In contrast, biospheric and altruistic values facilitate consumers' purchase behaviour by enhancing their attitudes towards environmental protection, and by also reducing their attitudes in relation to individual inconvenience. Interestingly, consumers with high knowledge about energy efficient appliances tend to believe that the purchase of such products is important for environmental protection, and they are likely to negate the perception of inconvenience associated with the purchase. Attitudes were found to be significant determinants of both purchase intention and behaviour. The implications for policymakers, marketers and other stakeholders are discussed and future research directions presented.
DOI http://dx.doi.org/10.1111/ijcs.12323   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
 
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Created: Mon, 05 Jun 2017, 09:12:59 CST by Marion Farram