Drivers of Middle-Class Consumers’ Green Appliance Attitude and Purchase Behavior: A Multi-Theory Application

Abstract

Background: Some 80% of the South African (SA) middle class consumers use washing machines, electric cookers, fridges, freezers and other appliances. Considering the growing water and electricity shortages in SA, the government advocates the use of green appliances. However, the factors helping or hindering the positive attitudes, purchase and use of green appliances need examination. Focus of the article: This study focuses on the first and second steps of the community-based social marketing (CBSM) framework, whereby for behavioral change, behaviors, their drivers and barriers are to be examined before strategy formulation. Thus, this study first assessed SA black middle class consumers’ green appliances attitude, behavioral intention and actual behavior. It then integrated the Theory of Consumption Values (TCV), Diffusion of Innovations Theory (DOI), and Theory of Planned Behavior (TPB) to examine the consumer-related and product-related factors helping or hindering the green appliances attitudes, behavioral intentions and actual behavior. Research Hypotheses: From the integration of the TCV, DOI and TPB, a conceptual model was developed that proposed that consumer-related factors (functional, conditional, epistemic, emotional and social values) and product-related factors (relative advantage, complexity, compatibility and observability) will influence green appliances attitude, which with perceived behavioral control will impact behavioral intention, proposed as a driver of actual behavior. Methods: Considering that the black middle-class are a fast growing and large (about 4.2 million South Africans) community of consumers, cross-sectional quantitative data was collected from 500 black middle class consumers through self-administered questionnaires. Partial Least Squares Structural Equation Modeling was used to test 14 hypotheses. Results: The respondents expressed positive attitudes toward green appliances ( M = 5.80 on a 7-point Likert scale and positive intention to buy green appliances ( M = 5.78). Most of the study participants have purchased one or more green appliances ( M = 6.09). The integrated model explained 84.5% of attitude toward green appliances. The significant drivers of attitude were functional, conditional, and epistemic values (consumer-related factors), and relative advantage, compatibility, and observability (product-related factors). The attitude, social value and perceived behavioral control explained 83.1% of behavioral intention, which with PBC explained 24.2% of actual behavior. Recommendations for practice: Considering that the third step of the CBSM framework is to develop strategies for behavioral change, the South-African government, environmental agencies and social marketers should seek ways to reward the large segment of black middle class consumers, so that their positive green appliances attitudes and behavioral intentions can further be converted to actual purchase. The consumer-related and product-related drivers of attitudes and purchase behaviors identified in this study should be used to position and promote green appliances using the middle class consumers as opinion leaders or endorsers. Limitations: The main limitation is the use of a survey which limits provision of deeper insights into drivers and barriers of green appliances attitudes and behaviors.

What drives consumers to purchase green innovation product? Empirical evidence from Indonesian consumers

“…In terms of H2, this study finds a positive relationship between compatibility and attitude which is also in line with previous studies conducted by Lee and Chow (2020) and Dilotsotlhe and Duh (2021). The standard regression coefficient was 0.268 with a p-value of 0.005 (less than 0.05).…”

“…Compatibility has a significant impact on attitudes and usage intentions, according to studies on green innovation (Muller and Rode, 2013). A positive correlation between compatibility and attitude has also been supported by several investigations (Lee and Chow, 2020;Dilotsotlhe and Duh, 2021). However, attitudes toward innovation and its adoption will suffer if new technologies are perceived as being challenging and complex to utilize (Alshamaila et al 2013).…”

“…According to a study on new interactive technology by Jiang et al (2021), consumers would develop a favorable attitude toward a product when they have a favorable view or confidence in its superiority. Dilotsotlhe and Duh (2021) conducted a study related to environmentally friendly devices. They find that there is a positive influence of efficacy relative to consumer attitudes in adopting environmentally friendly devices.…”

“…Furthermore Ashinze et al (2021) investigated the challenges to the growth of renewable energy in Nigeria, which specifically analyzed the factors influencing the intention to use renewable energy found that attitudes had a positive effect on consumer intentions. Research conducted by Dilotsotlhe and Duh (2021) shows that the intention of behaving positively and significantly is explained by attitude. Therefore, the following hypothesis can be suggested:…”

Effect of consumption values on consumer behavior: a Meta-analysis

“…The TCV explains how these five consumption values predict consumer preferences to buy a product or service. Sheth et al (1991) postulate that this framework might apply to more than 200 buying situations, from home appliances (Dilotsotlhe and Duh, 2021), food consumption Jebarajakirthy et al, 2021), touristic products (Rousta and Jamshidi, 2020), food delivery apps (Chakraborty et al, 2022a;Kaur et al, 2021), online brands (Fathima et al, 2022), to ayurveda products (Chakraborty et al, 2022b). These studies establish the relevance of the TCV across diverse contexts and provide a multidimensional view of consumption value and behavioral outcomes.…”