Evaluating the Purchase Process of Household Appliances Accounting for Consumers’ Attitudes towards Eco-Friendly and Sustainable Consumption Behavior

Globally depleting fuel resources like coal, oil and gas has triggered discussions in various forums in India emphasizing the significance of renewable energy sources like solar, hydro, wind and bio gas for future sustenance of society. Anticipating a shift of the consumer mindset towards Greener Technology products, organizations have identified this niche market and introduced a range of products for various customer segments. We have used the Howard Sheth Model of consumer behavior to understand how consumers generally look at broad range of factors including energy efficiency when purchasing major appliances, with the factors differing both in nature and order of importance across appliance types. Although there exists significant literature on consumers’ purchase decision, there is not much literature available for consumers’ purchase decision in emerging countries of home appliances considering environmentally friendly factors. This research work aims to study the growing energy saving consciousness and environmental friendly considerations during purchase decision of consumers in India. This is in the context of the purchase of 2 home appliances – the refrigerator and the air-conditioner in Gujarat post 2010. Indicators like star rating have been used as influencing factor on consumers’ decision during purchase. It will provide an understanding of the various parameters that are considered by consumers and the degree to which they influence during the purchase of air-conditioners and refrigerators.