The Impact of Media Publicity and Online Product Reviews on Consumers’ Purchase Intentions of Energy-Efficient Appliances


Authors

  • Nguyen Dac Thanh Thuongmai University, Vietnam
  • Le Bao Ngoc Posts and Telecommunications Institute of Technology, Vietnam
  • Tran Thu Trang Foreign Trade University, Vietnam
DOI: https://doi.org/10.57110/vnujeb.v3i6.232

Keywords:

Customer behavior, energy-efficiency, media publicity, online product review, green perceived value, trust

Abstract

In the changing global economy, energy security has become a central concern for the sustainable development of nations. The limited energy supply in developing countries has led governments and enterprises to explore efficient energy resources. The consumption of energy-efficient appliances is a crucial way to address energy scarcity. This study aims to predict consumer purchase intention for energy-efficient household appliances. The study extends the Stimulus – Organism – Response model by incorporating green perceived value and customer trust as mediators between external stimuli and consumers’ behavioral responses. Data was collected from 287 household heads in Vietnam and analyzed by applying partial least squares structural equation modeling. Results show that media publicity, online product reviews, green perceived value, and customer trust all significantly correlate with consumers’ purchase intention. Results further indicate that green perceived value mediates the relationship between media publicity, online product reviews and consumers’ purchase intention. Moreover, customer trust in energy-efficiency labels is a significant mediator between media publicity, online product reviews and consumers’ purchase intention. The research offers theoretical and practical insights into green consumption and the promotion of energy efficiency in emerging markets.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179 - 211. https://doi.org/10.1016/0749-5978(91)90020-T

Cohen, J., Cohen, P., West, S. G., & Aiken, L. S. (2013). Applied multiple regression/correlation analysis for the behavioral sciences. Routledge.

Diamantopoulos, A., Schlegelmilch, B. B., Sinkovics, R. R., & Bohlen, G. M. (2003). Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation. Journal of Business Research, 56(6), 465-480. https://doi.org/10.1016/s0148-2963(01)00241-7

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.

Gil, M. T., & Jacob, J. (2018). The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust [Article]. International Journal of Business Innovation and Research, 15(3), 301-319. https://doi.org/10.1504/IJBIR.2018.089750

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th Edition ed.). Pearson Education

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.

Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). Sage publications.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43(1), 115-135.

Hoang, V. H. (2023). Officers’ Electricity saving in open offices: Exploring the role of perceived behavior control and accessibility to control. VNU Journal of Economics and Business, 3(1). https://doi.org/10.57110/jebvn.v3i1.168

Hossain, I., Nekmahmud, M., & Fekete-Farkas, M. (2022). How do environmental knowledge, eco-label knowledge, and green trust impact consumers’ pro-environmental behaviour for energy-efficient household appliances? Sustainability, 14(11). https://doi.org/10.3390/su14116513

Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications. The structural equation modeling approach: Basic concepts and fundamental issues. Sage Publications, Inc.

Huete-Alcocer, N. (2017). A Literature Review of Word of Mouth and Electronic Word of Mouth: Implications for Consumer Behavior. Front Psychol, 8, 1256. https://doi.org/10.3389/fpsyg.2017.01256

Issock, P. B., Mpinganjira, M., & Roberts-Lombard, M. (2020). Modelling green customer loyalty and positive word of mouth. International Journal of Emerging Markets, 15(3), 405-426. https://doi.org/10.1108/ijoem-09-2018-0489

Jamil, K., Dunnan, L., Awan, F. H., Jabeen, G., Gul, R. F., Idrees, M., & Mingguang, L. (2022). Antecedents of consumer’s purchase intention towards energy-efficient home appliances: an agenda of energy efficiency in the post COVID-19 era. Frontiers in Energy Research, 10. https://doi.org/10.3389/fenrg.2022.863127

Li, L., Luo, B., Sun, Y., & Zhu, F. (2023). The influence mechanism of green advertising on consumers’ intention to purchase energy-saving products: Based on the S-O-R model. Justc, 53(8). https://doi.org/10.52396/justc-2021-0015

Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501

Luo, B., Nie, M., & Ji, H. (2023). The Influence of Internet Celebrities’ Expertise and Attraction on Residents’ Intention to Purchase Household Energy-Saving Products in the Context of an Online Community. Energies, 16(8). https://doi.org/10.3390/en16083332

Ma, G., Ma, J., Li, H., Wang, Y., Wang, Z., & Zhang, B. (2022). Customer behavior in purchasing energy-saving products: big data analytics from online reviews of e-commerce. Energy Policy, 165. https://doi.org/10.1016/j.enpol.2022.112960

Mehrabian, A., & Russell, J. A. (1974). An Approach To Environmental Psychology. The MIT Press.

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58, 20-38. https://doi.org/10.2307/1252308

Nguyen, H. V., Nguyen, N., Nguyen, B. K., & Greenland, S. (2021). Sustainable Food Consumption: Investigating Organic Meat Purchase Intention by Vietnamese Consumers. Sustainability, 13(2). https://doi.org/10.3390/su13020953

Nguyen, N., Greenland, S., Lobo, A., & Nguyen, H. V. (2019). Demographics of sustainable technology consumption in an emerging market: the significance of education to energy efficient appliance adoption. Social Responsibility Journal, 15(6), 803-818. https://doi.org/10.1108/srj-11-2018-0312

Nguyen, T. N., Lobo, A., & Greenland, S. (2016). Pro-environmental purchase behaviour: the role of consumers' biospheric values. Journal of Retailing and Consumer Services, 33, 98-108. https://doi.org/10.1016/j.jretconser.2016.08.010

Nguyen, T. N., Pham, T. H., Nguyen, T. T. N., Chu, D., & Pham, T. H. (2018). Promoting Energy Efficiency in an Emerging Market: Insights and Intervention Strategies. Strategic Planning for Energy and the Environment, 38(2). https://doi.org/10.1080/10485236.2018.12027909

Nguyen, T. N., Phan, T. T. H., Cao, T. K., & Nguyen, H. V. (2017). Green purchase behavior: mitigating barriers in developing countries. Strategic Direction, 33(8), 4-6. https://doi.org/10.1108/sd-04-2017-0064

Reza Jalilvand, M., & Samiei, N. (2012). The impact of electronic word of mouth on a tourism destination choice. Internet Research, 22(5), 591-612. https://doi.org/10.1108/10662241211271563

Ringle, C., Wende, S., & Becker, J. (2015). SmartPLS 3 [computer software]. SmartPLS GmbH.

Spence, M. (1973). Job market signaling Quarterly Journal of Economics, 87(3), 355-374.

Statista. (2022). Vietnam retail statistics 2022. Retrieved 27 March from https://www.statista.com/statistics/1233340/vietnam-number-of-electronic-stores-by-city/?fbclid=IwAR1iT4uvoGqHTXSNqdFeoBBTVEqhL5YpcnTDZvpdy33Oxy300VIz7gdsnyY

Straughan, R. D., & Roberts, J. A. (1999). Environmental Segmentation Alternatives: a Look at Green Consumer Behavior in the New Millennium. The Journal of consumer marketing, 16(6), 558-575. https://doi.org/10.1108/07363769910297506

Tang, Z., Warkentin, M., & Wu, L. (2019). Understanding employees’ energy saving behavior from the perspective of stimulus-organism-responses. Resources, Conservation and Recycling, 140, 216-223. https://doi.org/10.1016/j.resconrec.2018.09.030

Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International Journal of Consumer Studies, 45(6), 1176-1197. https://doi.org/10.1111/ijcs.12687

Tran, L. N., Xuan, J., Nakagami, H., Kuroki, S., Ge, J., & Gao, W. (2022). Influence of household factors on energy use in Vietnam based on path analysis. Journal of Building Engineering, 57. https://doi.org/10.1016/j.jobe.2022.104834

Trotta, G. (2018). Factors affecting energy-saving behaviours and energy efficiency investments in British households. Energy Policy, 114, 529-539. https://doi.org/10.1016/j.enpol.2017.12.042

Vu, A. D., Nguyen, T. N. A., & Nguyen, T. H. (2013). Building a survey tool to assess consumers’ perception and behavior towards green consumption. VNU Journal of Economics and Business, 29(2).

Wang, J., & Li, A. (2022). The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis. Sustainability, 14(20). https://doi.org/10.3390/su142013248

Wang, Z., Guo, D., Wang, X., Zhang, B., & Wang, B. (2018). How does information publicity influence residents’ behaviour intentions around e-waste recycling? Resources, Conservation and Recycling, 133, 1-9. https://doi.org/10.1016/j.resconrec.2018.01.014

Zeithaml. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. https://doi.org/https://doi.org/10.1177/002224298805200302

Zhang, Y., Xiao, C., & Zhou, G. (2020). Willingness to pay a price premium for energy-saving appliances: role of perceived value and energy efficiency labeling. Journal of Cleaner Production, 242. https://doi.org/10.1016/j.jclepro.2019.118555

Zhang, Y. X., Wang, Z. H., & Zhou, G. H. (2013). Antecedents of employee electricity saving behavior in organizations: an empirical study based on norm activation model. Energy Policy, 62(7), 1120-1127. https://doi.org/10.1016/j.enpol.2013.07.036

Downloads

Download data is not yet available.

Downloads

Published

25-12-2023

Abstract View

188

PDF Downloaded

60

How to Cite

Thanh, N. D., Ngoc, L. B. ., & Trang, T. T. . (2023). The Impact of Media Publicity and Online Product Reviews on Consumers’ Purchase Intentions of Energy-Efficient Appliances. VNU University of Economics and Business, 3(6), 77. https://doi.org/10.57110/vnujeb.v3i6.232

Issue

Section

Original Articles