Empowering women for embracing energy-efficient appliances: Unraveling factors and driving change in Pakistan's residential sector

The residential sector's role in global energy consumption highlights the need to understand residents' energy behaviors. However, there is a significant knowledge gap regarding women's preferences for energy-efficient appliances, particularly in developing countries like Pakistan, where women have limited decision-making power within their households. Grounded in the theory of planned behavior this study establishes framework by incorporating constructs such as personal norms, perceived behavioral control, and subjective norms, along with an additional construct of place attachment. By using the data of women of Pakistan and using partial least square structural equation model (PLS-SEM), the findings reveal that place attachment and perceived behavioral control substantially influences the women's attitudes and intentions to purchase energy-saving appliances. However, personal norms and subjective norms are found to be non-significant factors. Notably, subjective norms are found to significantly influence the purchase willingness through attitudes. The insignificant findings reflect the prevailing patriarchal culture that may influence women's decision-making power towards purchasing appliances. The overall study holds significant relevance in the context of Pakistani households, where understanding the adoption of energy-efficient appliances from a gender perspective can provide an opportunity to initiate efforts towards a clean and sustainable future, as well as gender equality by assisting policymakers in establishing gender-oriented energy policies.