This research applies an extended theory of planned behavior (TPB) to empirically investigate consumers’ intentions in Pakistan to purchase energy-efficient appliances (EEAs). Most developing countries face energy crises. As a result, many countries consider EEAs to be part of the solution to energy-related problems and teach sustainable consumption behavior to consumers. Previous studies have neglected developing countries in this context, yet developing markets have great potential for EEA adoption. To understand EEA adoption, we incorporated such variables as warm glow benefits, utilitarian environmental benefits, normative beliefs, and moral obligations as antecedents to TPB variables. The moderating effect of eco-literacy between attitude, subjective norms, perceived behavioral control (PBC), and purchase intention toward EEAs are also examined. Data was gathered through a survey questionnaire from 673 Pakistani consumers to empirically test the proposed hypotheses. The results reveal that utilitarian environmental benefits and warm glow benefits significantly influence attitudes toward EEAs. The findings also show a positive effect of normative beliefs on subjective norms. The interaction effect of eco-literacy positively influences the relationship between attitude and purchase intention, with similar results for subjective norms and purchase intention. However, no significant moderating effect of eco-literacy is found between PBC and purchase intention. Furthermore, we performed multi-group analysis to explore significant group differences by utilizing socio-demographic variables such as gender, age, education, and income. The results show significant group differences, with females’ purchasing behavior, younger consumers, and educated consumers being more readily influenced. Finally, insights for policymakers, suggestions and future directions are discussed.

This extant study attempts to present a comprehensive predictive model for solid waste recycling behavior. Solid waste is a major environmental concern globally. Particularly, the kingdom of Saudi Arabia (KSA), being the larger gulf country in the Middle East is a major contributor to solid waste. Consequently, this study was carried out to identify the motivational factors that consumers consider important for recycling their household waste. We extended the theory of planned behavior (TBP) and utilized actual behavioral variables such as resell, reuse, and donation. A structured questionnaire was carried out with 365 purposively selected respondents in the KSA. Among several other noteworthy findings consistent with previous studies, we found that reselling was the most significant factor of recycling behavior followed by donation. Further, the multi-group analysis (MGA) results reveal significant group differences in gender and age variables; the significance test indicates that the male group has much better pro-environmental behavior than the female group. In terms of age, our results showed that recycling intention and reselling behavior passed a significant test in the elderly group when compared to a younger group. This study has unique contributions and findings leading to practical implications for government authorities, businesses, and non-governmental organizations. The findings will particularly aid in increasing the recycling intention and behavior among household consumers. This research will guide in making laws and policies that can help to embrace the green challenges and boost recycling activities for a sustainable environment.

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The use of smart technology has become an important topic in research on the Internet of Things (IoT), where consumer acceptance plays a key role in market success. This study explores the factors that affect the adoption of smart technologies and how these factors influence consumers’ intentions to purchase. The research is based on the Technology Acceptance Model (TAM), Innovation Diffusion Theory (IDT), and Consumer Perceived Innovativeness (CPI), and it develops and tests an integrated framework. A quantitative survey was carried out with 101 participants, and the data were analyzed using structural equation modeling. The results show that perceived usefulness (PU), perceived ease of use (PEoU), compatibility, and consumer-perceived innovativeness increase the intention to purchase smart technologies, while perceived cost reduces this intention. Observability and trialability also have important indirect effects through PU and PEoU. This study adds to the existing research by presenting a comprehensive model for understanding consumer behavior in adopting smart technologies and offers practical recommendations for businesses to improve consumer engagement and adoption.