Si-Dai Guo, Cheng-Peng Lu, Hang Li, Ning Zhu
School of Economics and Management, Southwest University of Science and Technology, Mianyang, China.
Institute of County Economic Development and Rural Revitalization Strategy, Lanzhou University, Lanzhou, China.
Front Psychol. 2021 Oct 18;12:711854. doi: 10.3389/fpsyg.2021.711854. eCollection 2021.
Mandatory energy efficiency label is an effective way to change consumers' consumption habits and guide them to buy energy-saving appliances. However, few studies concerned about the impact of energy efficiency label on consumers' purchasing behavior. Based on the theory of planned behavior (TPB), social cognitive theory and signaling theory, this paper constructs a theoretical model of the effect of the energy label on consumers' purchasing behavior of energy-saving household appliances. The survey data of 396 household appliance consumers in Mianyang City, China, are collected by the interception method, and the theoretical model is tested by structural equation modeling (SEM). Empirical results of this study indicate that consumers' cognition and perceived value of energy efficiency label significantly affect label trust. Perceived value has a significant impact on consumers' purchasing behavior of energy-saving appliances, while label cognition and label trust indirectly influence consumers' purchasing behavior through the intermediary variable of purchase intention. External environmental factors such as publicity and education as well as subjective norms affect consumers' actual purchasing behavior through the intermediary effect of purchase intention. This study provides important insights into the policy intervention measures to promote consumers' purchasing behavior of energy-saving appliances.
强制能效标签是改变消费者消费习惯并引导他们购买节能电器的有效方式。然而，很少有研究关注能效标签对消费者购买行为的影响。基于计划行为理论（TPB）、社会认知理论和信号理论，本文构建了一个关于能源标签对消费者节能家电购买行为影响的理论模型。通过拦截法收集了中国绵阳市396位家电消费者的调查数据，并运用结构方程模型（SEM）对该理论模型进行了检验。本研究的实证结果表明，消费者对能效标签的认知和感知价值显著影响标签信任。感知价值对消费者节能家电的购买行为有显著影响，而标签认知和标签信任则通过购买意愿这一中介变量间接影响消费者的购买行为。宣传教育等外部环境因素以及主观规范通过购买意愿的中介作用影响消费者的实际购买行为。本研究为促进消费者节能家电购买行为的政策干预措施提供了重要见解。
