Consumers' purchasing intentions for efficient water-saving products: the mediating effects of altruistic and egoistic values

Abstract

Abstract Efficient water-saving appliances are an essential part of changing water consumption toward a more sustainable future. Unlike previous studies, this research focuses on egoistic and altruistic values as determinants of consumers' willingness to buy efficient water-saving appliances. In this study, a convenient sampling technique was used to solicit data from 308 potential consumers. Using a two-steps structural equation model method for data analysis, the results show that both egoisti…