Author Identifier (ORCID)
Kourosh Esfandiar: https://orcid.org/0000-0001-6242-2899
Abstract
Environmental challenges, encompassing climate change and global warming, compel consumers to alter their consumption habits. Although there has been a notable surge in consumer awareness regarding pro-environmental practices, especially concerning home energy, there remains a lack of comprehensive research exploring the factors affecting consumers’ willingness to adopt or invest in home energy management system (HEMS) technology. Notably, there have been no studies focused on the factors influencing HEMS purchase intentions (PI) in the Iranian context. Grounded in the theory of planned behavior (TPB) and the norm activation model, this research delves into the PI of Iranian households regarding HEMS, categorizing it as a type of eco-friendly behavior. It specifically analyzes the influence of factors such as attitude (ATT), social norms (SN), perceived behavioral control (PBC), awareness of consequences (AOC), personal norms (PN), and energy-efficient habits (EEH). Moreover, this research scrutinizes the potential moderating effects of EEH on the association among ATT, PBC, and PI. Using structural equation modeling, an innovative integrated model was tested based on data collected from 220 Iranian residents. The findings revealed that ATT, SN, AOC, and EEH significantly contribute to the PI of HEMS among Iranians. Additionally, both AOC and SN were found to influence PN. These insights offer a fresh perspective on the pro-environmental determinants shaping the HEMS purchase decisions of Iranian consumers.
Keywords
Awareness of consequences (AOC), energy-efficient habits (EEH), home energy management system (HEMS), personal norms (PN), purchase intentions (PI), social norms (SN)
Document Type
Journal Article
Date of Publication
4-15-2025
Volume
3
Issue
2
Publication Title
Green and Low-Carbon Economy
Publisher
Bon View Publishing
School
School of Business and Law
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
First Page
193
Last Page
205
Comments
Zidehsaraei, M., Zidehsaraei, M., & Esfandiar, K. (2024). Do pro-environmental factors lead to customers’ purchase intention of home energy management system? The moderating effects of energy-efficient habits. Green and Low-Carbon Economy, 3(2), 193–205. https://doi.org/10.47852/bonviewGLCE42022907