The Theory of Planned Behaviour and Examining Consumer Purchase Behaviours of Energy-Efficient Lighting Products
Authors: Mohan Renji , Kinslin D. 
Published: December 2022

Purpose:This study aims to determine what factors influence consumers; desire to buy led lamps in kerala. an sem model was used to examine the factors influencing the desire to buy led lights. there are 15 reasons to switch to led lights. there were 200 responses from shoppers, and the study looked at customers &; intentions toward leds. the structural equation model assessed four assumptions. in conclusion, customers &; attitudes and perceived control over their behavior are unrelated to their purchase intent, although subjective norms and purchase behavior are related. the data suggest that rather than their mood and perceived behavior determining their purchase behavior, and their purchasing intent dictating their purchase behaviour.

Theoretical framework: The adoption of led lighting has affected household energy consumption and the necessary psychological determinants of electricity use. however, this study uses the theory of planned behavior to explain customer intentions and behavior. in comparison, research has to understand better the features and dynamics of energy use and pro-environmental behavior and the impact of energy efficiency initiatives. there has been little study on the effect of such programs on energy behavior. to examine which characteristics, influence consumers &; behavior while shopping for energy-efficient products and how their attitudes and purchasing intentions influence behavior. thus far, our discussion has resulted in the following research statement: to better understand consumer behavior in Kerala, including the elements that influence customers ; decisions to purchase led goods in Kerala.

Design/Methodology/Approach: Samples were drawn from the urban area of Kerala. the state of kerala consist of 14 districts, simple random sampling method was used to select 5 districts (36 per cent of the total population). from the selected districts, again select one urban area from each district i.e., 40 samples from each urban area. total 200 sample respondents were selected for the study by using purposive sampling method.

Findings:The present study was focused on planned behaviour of consumer towards led products. there are four hypotheses were tested with structural equation model. the result concludes that attitude of consumers and their perceived behaviour control is not linked with the purchase intention, while the subjective norms is linked with purchase intention and the purchase intention is linked with the purchase behaviour. hence, based on the result, it could be concluding that majority of the consumers were encouraged by the others to purchase led products and not on their attitude and perceived behaviour control and their purchasing intention id deciding their purchase behaviour.

Research, practical & social implications:Samples were drawn from the urban area of kerala. the state of kerala consist of 14 districts, simple random sampling method was used to select 5 districts (36 per cent of the total population). from the selected districts, again select one urban area from each district i.e., 40 samples from each urban area. total 200 sample respondents were selected for the study by using purposive sampling method. the criterion was the consumers those who have experience with the led products. total 540 questionnaires were distributed among the selected area and 478 questionaries were return after the elimination of partially filled questionnaires. then 200 questionnaires were randomly selected.

Originality/value:This study attempts to fill in the knowledge gap using an experimental technique to examine how energy efficiency efforts affect participant behavior. as a surrogate for attitudes and beliefs, the tpb variables explain energy consumption intentions and behavior. according to this research, kerala consumers have been slower than their counterparts worldwide to embrace and apply highly developed and integrated contemporary energy efficiency measures. furthermore, this investigation will help businesses go forward and gain the public trust in energy-efficient products. however, it is difficult; this study tries to determine the most critical and essential factors influencing client attitudes regarding led Purchases.