“…Compared with previous studies focusing on the impact of education, and income, we revealed the psychological factors influencing purchase intention on water-saving appliances. Conventional wisdom primarily focuses on consumer demographic such as education and income ( Martínez-Espiñeira and García-Valiñas, 2013 ; Tapsuwan et al, 2018 ), and product characteristics such as water-saving performance ( Hustvedt et al, 2013 ; Fan et al, 2019 ), leaving the psychological factors and mechanisms unresolved. Drawing on perceived risk theory, we explored the multiple psychological risks that influence purchase intention, including function risk, economic risk, and psychological risk, thereby extending the micro-foundation of how to promote consumer purchase intention on water-saving appliances.…”