Perceived Value and Intention to Purchase Energy Efficient Appliances by Gen Z Consumers in South Africa

Olawale FATOKI

doi:10.2478/fman-2025-0018

Abstract

The study investigates the effect of perceived value dimensions (quality, price, emotional, social and environmental) on attitude towards the purchase of energy-efficient appliances (EEAs) by Gen Z consumers. In addition, the study examines the effects of attitude, subjective norms and perceived behavior control on intention to purchase EEAs by Gen Z consumers. The study uses the quantitative research design, and data are collected from Gen Z consumers. The study adopts the SPSS AMOS27 for data analysis. The findings indicate that four perceived value dimensions positively impact on attitude towards the purchase of EEAs. The effects of attitude and perceived behavioral control on intention are significant. The study recommends that there is the need to enhance the awareness of EEAs and their benefits to generational cohorts to stimulate their purchase. The study tested a new model that integrates the Perceived Value Theory and the Theory of Planned Behavior to predict attitude and intention to purchase EEAs by Gen Z consumers.

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Perceived Value and Intention to Purchase Energy Efficient Appliances by Gen Z Consumers in South Africa

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