Presumption of Green Electronic Appliances Purchase Intention: The Mediating Role of Personal Moral Norms

This study focused on social and cognitive psychological factors that drive personal norms consequent buying intentions towards green electric appliances. The differentiates itself from other similar studies by examining the mediating role of consumer moral developing nation perspective. Following a cross-sectional design, data were collected 360 consumers in shopping malls using purposive sampling technique analyzed through partial least square structural equation modeling (PLS-SEM) analysis. It was found are significant positive predictor intentions. Moreover, injunctive norms, consideration future consequences, self-efficacy influenced directly predicted norms. We identified these triggered sentiments individuals. Furthermore, results support between self-efficacy, intentions, validating concept instigation feeling among supports actualization to buy products. study’s offer insights for appliance researchers, marketers, policymakers. Marketers can guide effective marketing strategies focusing moral, social, consequences-oriented, self-efficacy-related communications.