1. Drivers of consumer attention to mandatory energy-efficiency labels affixed to home appliances: An emerging market perspective.
- Author
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Issock Issock, Paul Blaise, Mpinganjira, Mercy, and Roberts-Lombard, Mornay
- Subjects
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CONSUMER behavior , *STRUCTURAL equation modeling , *SOCIAL norms , *SUSTAINABILITY ,ENERGY efficiency of household appliances - Abstract
Abstract The implementation of mandatory energy-efficiency on electronic products is one of the strategies used by governments to mitigate the environmental impact of consumption. Yet, studies on mandatory energy-efficiency labels and the pivotal role of consumers' attention to such labels remain limited. Thus, this study examines the key drivers of consumers' attention to energy-efficiency labels that must by law be affixed to all home appliances sold in South Africa. Based on the signalling theory and the attitude-to-behaviour theory, an integrated model was designed to explore these drivers. Using the data from a survey involving 440 South African home appliance users, the model was tested through the structural equation modelling (SEM) approach. The empirical results indicated that consumers pay attention to energy-efficiency labels when they trust the energy-efficiency credentials of products, and when they intend to purchase energy-efficient appliances. Perceived product price was established as an important marketing signal for improving consumer trust in energy-efficiency labels, while social norms and attitude were confirmed as the most important antecedents of the consumer purchase intention of energy-efficient appliances. The findings provide important insights useful for the development of policy interventions aimed at promoting the use of more environmentally friendly home appliances. [ABSTRACT FROM AUTHOR]
- Published
- 2018
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