The impact of energy label on customers purchasing intention for electronic products in Ho chi Minh city
Abstract
Recently, electricity consumption in Vietnam has been accelerated rapidly during nearly decade. Power supply now becomes burden for electricity industry. Therefore, Vietnam has initiated energy labelling program promote consumption of energy-efficient products as partial resolution to mitigate those problems.
In literature review, theory of planned behavior (TPB) is chosen to examine determinants of purchase intention for energy labeled products; besides TPB model was extended with 5 more factors adapted from studies of Ha and Janda (2012), Akroush (2018) and Sharma (2013). This research utilizes Partial Least Square Structural Equation Model (PLS – SEM) by mean of Smart PLS software to analyze the hypotheses. The study method of data collection was designed to apply questionnaires method along with quantitative approach. After collecting data from 294 respondents in Ho Chi Minh city, 254 reliable questionnaires are filtered for data analysis.
The finding reveals that that consumer‘s attitude as well as perceived behavioral control leave a significantly positive impact to purchase intention for energy labeled household appliances, in which model explains 87% purchase intention. Furthermore, the study also confirmed positive relationships in the model including: energy efficiency rating and belief in product, belief in product and attitude, environmental awareness and attitude, environmental awareness and subjective norm; as well as negative relationship between perceived price and attitude. The major drawback of the research is that result could not stand for whole Vietnamese population view due to limit of geography. However, some recommendations based on the finding would help government enhance consumption of energy- efficient house hold appliances as well as play as incentives to manufacturers to produce electronic products more energy-efficient.