The purchase behavior of energy-saving products based on extension of the theory of planned behavior

In addition to the improvement in the living standards of the consumers, depending on the changing consumption patterns and habits, the amount of energy they use in their daily lives is constantly increasing. However, these increases in energy consumption create serious environmental and economic problems. Therefore, it is of great importance to investigate the energy-saving behavior of consumers. This study aims to examine consumers' purchasing behavior of energy-efficient products based on an expanded theory of planned behavior model that includes environmental self-identity, environmental concerns, descriptive norms, and personal moral norms. Also, the study was examined the moderating role of perceived price and perceived trust in the relationship between intention to purchase energy-efficient products and purchase behavior of energy-saving products. The population of the study consists of 25 years and above consumers living in Turkey. In this study, the convenience sampling method was used as the sampling method, and data were collected by conducting an online survey via Google Form. The sample of the study consists of 503 participants. The hypotheses in the study were tested with the structural equation model. According to the results of the study environmental attitude, environmental self-identity, environmental concern, and injunctive norms have a positive effect on the intention to purchase energy-efficient products, whereas descriptive norms and personal moral norms have not to effect on the intention to purchase energy-efficient products. Results also showed that the intention to purchase energy-efficient products has a positive effect on the purchase behavior of energy-saving products. Finally, the results of the study revealed that perceived price and perceived trust did not have any moderating effect on the relationship between intention to purchase energy-saving products and purchase behavior of energy-saving products.