Determining the effects of environmental-oriented attitudes, eco-label, price sensitivity and social influence on green purchase intention: An empirical study on air-conditioning market

In these days, our World is trying to survive from effects of global warming. Planting trees, saving existing rain forests & saving eco-systems are several things to protect Earth. Green purchase intention is one of the most important things to conflict with effects of global warming. Green purchase intention means that individuals prefer to use products which cause at least harm to environment. Heating ventilation air-conditioning (HVAC) systems have an important role to decrease effect of global warming in this challenge. Air-conditioners has a significant role in individuals' lives because this device is intended to use at both household & industrial sectors for heating & cooling purposes. The main objective of the research is to understand the influential factors affecting green purchase intention of consumers buying household air-conditioners. For this aim, a descriptive quantitative study is designed including 368 participants living in Turkey. Main findings of this study demonstrate effect of environmental concern, environmental responsibility, awareness to global warming, social influence & price sensitivity on green purchase intention of customers buying household air-conditioners. As a result of study, environmental concern & awareness to global warming are not directly related with green purchase intention of customers but the other effects have great influence on green purchase intention of customers buying air-conditioners.