The effects of behavioral intention on the choice to purchase energy-saving appliances in China: the role of environmental attitude, concern, and perceived psychological benefits in shaping intention

Purchasing energy-saving appliances is a sensible and practical way to reduce carbon emissions from the residential sector in China. This study examines the relationship between pro-environment behavioral intention—undergirded by environmental attitude and concern as well as perceived psychological benefits—and the choice to purchase energy-saving appliances among Chinese households. Integrating psychological benefits (i.e., warm glow and self-express benefits) into the theory of planned behavior, a first of its kind for China, we designed and implemented a cross-sectional online survey in 2016. We conducted Probit regression analyses based on the 942 effective responses collected. The results reveal that behavioral intention has significantly positive effects on the choice to purchase energy-saving appliances. Environmental attitude and concern, as well as psychological benefits, have a significantly positive impact on respondents’ behavioral intention to buy energy-saving devices. Also, age and household size significantly and positively correlate with purchasing energy-saving appliance decision. These results point to useful policy implications to boost consumer support for energy-saving appliances in China and provide a foundation for similar research in other developing contexts.