Abstract
Saving energy is essential for mitigating environmental harm, and convincing consumers to purchase energy-efficient products repeatedly represents a challenge for sustainable development. On the basis of motivation theory, this study developed a theoretical model to explore how the needs-based motivations (i.e., the need to feel unique and the need for social approval) of existing consumers of energy-efficient products affect their attitudes and repurchase intention of such products. People who had purchased energy-efficient products were asked to participate in a survey, and data were collected from 400 consumers. Structural equation modeling was employed for analysis. The results indicated that existing consumers of energy-efficient products who exhibited a greater need for uniqueness and social approval had a more positive attitude toward energy-efficient products. Existing consumers with a greater need for social approval exhibited an increased willingness to repurchase energy-efficient products. In addition, the attitudes of these consumers toward energy-efficient products positively influenced their repurchase intention. The aforementioned findings suggest that green marketers can encourage existing consumers to continue buying energy-efficient products by enhancing the uniqueness and social value of these products.
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Wang, E.ST., Li, FY. Effects of needs-based motivations on attitudes and repurchase intention of energy-efficient products. Energy Efficiency 14, 48 (2021). https://doi.org/10.1007/s12053-021-09967-8
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DOI: https://doi.org/10.1007/s12053-021-09967-8