Predicting consumer intentions to purchase energy-efficient products Hong-Youl Ha Department of Marketing, Kangwon National University, Chuncheon-si, South Korea, and Swinder Janda Department of Marketing, College of Business Administration, Kansas State University, Manhattan, Kansas, USA Abstract Purpose – This research aims to examine behavioral intentions toward purchase of energy-efficient products utilizing the theory of reasoned action framework. Design/methodology/approach – Survey data from a sample of 202 shoppers of electrical appliances and small electronic products was utilized to estimate the proposed model. Findings – The main finding is that attitude toward energy-efficient product has a stronger effect on intentions compared to the subjective norm component. Research limitations/implications – In order to maximize use of their financial resources, companies marketing energy-efficient products need to focus more on enhancing consumer attitudes toward their brands and spend relatively less on efforts to educate consumers about using energy – efficient appliances in general. Practical implications – Since attitudes are formed from beliefs and knowledge, use of informational ads that clearly illustrate energy-saving consequences of their specific brands of products will be an effective marketing approach. Originality/value – This study is timely considering the recent steady increase in energy prices accompanied by growing environmental concerns among businesses, governments, and consumers. Keywords Attitude formation, Theory of reasoned action, Energy-efficient product, Eagerness of environmental engagement, Energy conservation, Consumer behaviour Paper type Research paper An executive summary for managers and executive readers can be found at the end of this article. Introduction An enhanced sense of concern related to global climate change and increasing media coverage attributed to this issue has led to an increase in number of consumers actively seeking out and adopting energy-efficient products. In a recent multi-country survey, respondents reported that a corporation’s record of addressing key environmental and climate change issues has a bearing not only on how much they trust the company but also their likelihood of purchasing the company’s products (Bonini et al., 2008). Moreover, research suggests that the increasing environmental concern and a greater emphasis on global sustainability issues have in recent years become important priorities of global organizations such as the OECD and the UN (Jansson et al., 2010). Several prior studies have also found, however, that environmentally-conscious people do not show a consistent preference for purchasing environmentally-friendly products or in many cases are not willing to pay a premium for such products (e.g. Kilbourne and Pickett, 2008; Ohtomo and Hirose, 2007). Prior research also shows how businesses have had very limited success in terms of marketing products utilizing renewable energy sources (Gleason et al., 1996; Rader and Norgaard, 1996). A good understanding of consumer attitudes toward environmental issues and consumption of green products may be particularly important due to the previously outlined discrepancy between consumer opinions about environmental issues and actual purchase behavior. In order to better understand consumer attitudes toward energy-saving products, it may be important to investigate how environmental attitudes are formed. It has been previously shown, for instance, that a consumer generally concerned about the environment may still not be proactive in a behavioral sense unless he/she feels that individuals can play an active role in positively affecting the environment (Straughan and Roberts, 1999). Thus a study of attitudes in this context can provide meaningful insight into potential purchase behavior. As Eagly and Chaiken (1993, p. 191) reiterate, “theories of behavior should consider how people conceptualize and then execute the set of actions required to engage in a consequential behavior.” The current issue and full text archive of this journal is available at www.emeraldinsight.com/0736-3761.htm Journal of Consumer Marketing 29/7 (2012) 461–469 q Emerald Group Publishing Limited [ISSN 0736-3761] [DOI 10.1108/07363761211274974] This research has been supported by the National Research Foundation of Korea, NRF-2010-332-B00133. 461