Antecedents of attitudes towards the use of environmentally friendly household appliance products in Zimbabwe: an extension of the theory of planned behaviour

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 from five using a structured questionnaire via an online web-based cross-sectional survey. Hypothesised relationships were tested through structural equation modelling with 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. Practical implications – The green appliance and energy saving practices are vastly growing, with many multinational appliance companies introducing green products within their product lines and adopting the concept of sustainability through modifications in production, design and consumption of household appliance products that encompass fewer harmful consequences on the environment in response to their concerns about the scarcity of natural resources, environmental well-being and the potential detriment of future generations. Originality/value – Notwithstanding the limitations of the current study, the results have the potential to contribute to an improved understanding of influence attitudes towards the use of environmentally friendly household appliance products.