Antecedents of attitudes towards the use of environmentally friendly household applicance products in Zimbabwe An extension of the theory of planned behaviour

Abstract

Purpose– This study aims to determine the antecedents that influence attitudes towards the use of environmentally friendly household appliance products and consumers’ green purchase intention among consumers in Harare, Zimbabwe. Design/methodology/approach– Data were collected from 329 consumers in Harare, Zimbabwe’s commercial capital who were served fromfive using a structured questionnaire via an online web-based crosssectional survey. Hypothesised relationships were tested throughstructural equation modellingwith the aid of Smart PLS software. Findings– Green product awareness, social influence, perceived benefit and attitude towards green appliances were found to have a significant positive effect on green purchase intention. Research limitations/implications– The study’s findings may not be generalised to other contexts as sample data was only collected in Zimbabwe. Complementary cross-sectional research studies can be done in other parts of the world to enable cross-cultural comparisons and methodological validations.