A Dual-Theory Mediational Approach to Sustainable Behavior in the Context of Energy-Efficient Consumption

Abstract

Growing environmental concerns have intensified the need to understand the psychological factors driving consumers' adoption of energy-efficient appliances. This study develops an integrated behavioral framework by combining the value–belief–norm theory with the theory of planned behavior to explain consumers' purchase intentions in Pakistan. Using survey data collected from 500 consumers and examined through structural equation modeling. The findings reveal that attitude is the strongest predictor of purchase intention, whereas perceived behavioral control and subjective norms do not exert significant effects. In contrast, the value–belief–norm framework receives substantial empirical support, demonstrating that biospheric and altruistic values enhance awareness of environmental consequences, which subsequently strengthens ascription of responsibility and personal norms, ultimately fostering consumers' intentions to purchase energy-efficient appliances. These findings suggest that moral and value-driven considerations provide greater explanatory power than social influence and perceived behavioral control in this context. Moreover, this study extends existing knowledge on sustainable consumption and offers a more comprehensive understanding of pro-environmental purchase intentions in an emerging market. The findings provide valuable implications for policymakers, marketers, and manufacturers seeking to accelerate the adoption of energy-efficient appliances through strategies that strengthen environmental awareness, personal responsibility, and value-based consumer engagement.