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PurposeThe purpose of this study is to predict the antecedents of consumers' purchase intention of energy-efficient home appliances. This study incorporated two additional constructs (knowledge of eco-labels and knowledge of eco-labels) in the model of the theory of planned behavior. Consumers' enhanced trust for energy-efficient products is crucial to purchase intention. The second construct is consumers' knowledge of eco-labels. Knowledge of eco-labels would help to assess consumers' tendency toward environmental problems and intention to purchase energy-efficient home appliances.Design/methodology/approachThis study used a quantitative approach using a survey (questionnaire) method to collect data of respondents. Non-probability quota based on age and convenience sampling techniques were employed to select the participants of this study.FindingsThe findings of the study revealed that consumer knowledge of eco-labels, green trust, subjective norm, attitude and perceived behavioral control have positive influence on purchase intention of energy-efficient home appliances.Originality/valueEco-labels are served as a marketing tool to distinguish producer's products from others. Prior studies have only focused on consumers' general knowledge. This study helps marketers to understand and design strategies to generate more value for green consumers. This study also contributes to the literature on green marketing by employing the theory of planned behavior.

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Purpose The purpose of this study is to develop a theoretical framework of consumers’ purchase intention of energy efficient home appliances. Design/methodology/approach Non-probability quota based on age and education and purposive sampling technique have been used to assess data collected by a questionnaire survey. Findings The findings of the study reveal that consumers’ knowledge of eco-labels, environmental concern and perceived consumer effectiveness are the important predictors of purchase intention. However, the positive relationship between green trust and products’ functional value was found insignificant. It is believed that consumers’ are skeptical about products’ functional benefits. Research limitations/implications Although this study has presented a holistic approach to assess consumer purchase intention for energy-efficient home appliances, there are some limitations of the current study. First, this study has focused on consumer intention to purchase energy-efficient home appliances rather than actual purchase of appliances. Ajzen (1991) argued that intention is the accurate and immediate measure of actual, but gaps exist between intention and the actual behavior of the consumers (Ajzen and Fishbein, 1980). Consumers’ intentions may not always result in actual behavior. Thus, to expand research applicability, researchers should include actual behavior of consumers by conducting interviews or collecting data from the same consumers after an interval of three to six months. Second, the study has focused on consumers’ psychographic variables, there may be many other factors such as technological variables, government and pressure group influence and media impact on consumer intention to purchase energy-efficient home appliances. Future studies can integrate the impact of these potential variables on consumer purchase intention of energy-efficient home appliances with the same model. The third limitation is related to the methodology of this study, the quantitative method has been used in this study. Future studies may use qualitative and mixed methods to better understand consumers’ inclination of purchase intention of energy-efficient home appliances in Pakistan. Besides, a qualitative study will be helpful to explore new variables that are essential in the decision-making of consumers for the purchase of energy-efficient home appliances in Pakistan. Pakistan is a developing country where the majority of the people are belonging to the middle-class; there may be many other important factors that affect consumers’ purchase intention of energy-efficient home appliances. Therefore, an in-depth qualitative study would be helpful to explore those variables in the context of a developing country. Practical implications Energy consumption has posed serious threats to the sustainability of the environment and endangered the lives of many species across the globe. Environmental degradation due to unsustainable consumptions has provided ample opportunities to the marketers that led to the development of sustainable products such as energy-efficient home appliances. In this study, the antecedent of purchase intention of energy-efficient appliances includes attitude, functional values, perceived consumer effectiveness, consumers’ knowledge of eco-labels, environmental concern and green trust. Although researchers have extended TBP to predict consumers’ purchase intention of energy-efficient appliances, studies lack to provide a holistic view from consumers’ perspective. Consumers’ concern for the safety of the environment depicts consumers tendency to purchase environmentally friendly products and promote less hazardous products. Marketers should incorporate environmentally friendly benefits to the product that serve to attract maximum consumers and maintain harmony with the environment. Consumers’ knowledge of eco-labels, green trust and functional values are a vital construct that needs focus in term of the energy-efficient appliances purchase decision. Eco-labels are one of the emerging marketing tools that serve to guide consumers related to products environmentally friendly attributes and contribute to the acceptability of products. Marketers can use eco-labels to differentiate green products from conventional and establishes consumers’ trust in product performance. Originality/value This study is relevant to energy-efficient home appliances. Systematic literature of previous studies suggested the need to conduct and examine the antecedents of energy-efficient home appliances in developing markets. This research highlights that perceived consumer effectiveness is the most influencing factor affecting intention. The implications of this study would be helpful in understanding consumers’ behavior toward the purchase of green products in developing markets.

Eco-conscious behaviors have become a global imperative for entrepreneurs, as the consumer demand for products and services has become increasingly green. Hence, the purpose of this study is to identify the role of entrepreneurship education in environmental sustainability as measured by the launch of green ventures. This study also aims at extending the literature of resource-based view and flow theory by highlighting their application into the green venturing context. Data were collected from 420 Pakistani students having studied an entrepreneurship course in their university life by using the convenience sampling technique. The covariance based structural equation modeling (CB-SEM) was used to test the hypothesized relationships, and it was identified that entrepreneurship education evokes commitment to the environment, subsequently leading towards university green entrepreneurial support, environmental motivation, and green entrepreneurial behavior. University green entrepreneurial support also significantly influences green venturing; however, environmental motivation does not affect green entrepreneurial behavior. The findings of this study can be useful for policymakers in higher educational institutions, regulatory bodies, and diverse-government agencies dealing with UN sustainable development goals.