Factors Influencing Consumers' Purchase Intention Towards Energy-Efficient Home Appliances in Saudi Arabia

Abstract

The global rise in energy consumption has led to severe environmental concerns, including climate change. Household appliances represent a significant source of domestic energy use, making the promotion of energy-efficient home appliances (EEHAs) a critical strategy for enhancing energy conservation and reducing carbon emissions. This study addresses several research gaps. First, purchase intention toward EEHAs has not been adequately explained using an integrated framework that combines cognitive determinants (TPB) and multidimensional perceived value (TPV), while also accounting for labelling, key experiential, and identity influences. Moreover, it addresses the theoretical limitation of single-model approaches by integrating the TPB–TPV model that incorporates label knowledge, environmental concerns, past purchase experience, and green self-identity. The study further assesses whether government subsidies, environmental knowledge, and green self-identity moderate the effects of TPB predictors (Attitude, Subjective Norms, and Perceived Behavioural Control) on purchase intention. This specific relationship has not been previously assessed. Consequently, it aims to explore the key factors influencing consumers’ purchase intentions towards EEHAs, thereby contributing to sustainable consumption and environmental protection. The study develops a conceptual framework to test direct and moderating effects between the constructs. The study is based on a positivist research philosophy and adopts a quantitative approach using a structured survey methodology. A pilot study was conducted with 40 participants to ensure the validity and reliability of the instrument. The final data collection employed a non-probability purposive quota sampling strategy, targeting consumers in three major regions of Saudi Arabia (Central, Western, and Eastern). A final sample of 424 respondents was analysed using partial least squares structural equation modelling (PLS-SEM) via SmartPLS. The structural model supported seven direct effects and identified one significant moderating effect, clarifying which drivers of EEHA purchase intention are robust in the Saudi context. Results show that attitude, emotional value, social value, label knowledge, environmental concern, past purchase experience, and green self-identity have a significant impact on purchase intention, with past purchase experience emerging as the strongest predictor. However, subjective norms, perceived behavioural control, functional value, and price value were not significant predictors. Moderation analysis further revealed that government subsidies significantly strengthen the relationship between perceived behavioural control and purchase intention. Conversely, subsidies did not moderate the relationships involving attitudes or subjective norms, suggesting that financial incentives in the Saudi context function as tools that reduce structural barriers such as affordability, rather than psychological drivers that alter personal evaluations or social perceptions. This study offers both theoretical and practical contributions. Theoretically, it tests an integrated TPB–TPV framework that combines cognitive determinants, multidimensional value perceptions, and contextual, identity, and experience factors to explain EEHA purchase intentions in the Saudi context, thereby clarifying which predictors remain robust when these drivers are considered together. Its originality lies in developing an integrated framework that clarifies which cognitive and value-based predictors remain robust when tested together by demonstrating that internal identity and experiential factors outweigh traditional utility-led drivers in the Saudi market. Furthermore, the study offers new insights about developing and empirically testing an integrated TPB–TPV framework for EEHAs purchase intention in Saudi Arabia that incorporates label knowledge, environmental concerns, green self-identity, past purchase experience, and policy incentives, and examines moderation to reflect context sensitivity. While the empirical findings relate to the Saudi context, the integrated framework may have bounded theoretical and analytical relevance to other price-sensitive emerging economies where consumers face comparable structural barriers to sustainable adoption. However, the magnitude, direction, and significance of individual paths may vary according to market maturity, policy design, subsidy structures, and cultural norms. Practically, the findings provide valuable guidance for Saudi policymakers and stakeholders in designing targeted strategies and incentives to promote EEHAs adoption.