From Awareness to Action: How Knowledge of Energy-Saving Labels Drives Sustainable Consumer Behavior Towards Energy-Efficient Home Appliances in Indonesia

Abstract

Amid increasing global awareness of the urgency of climate change and limited energy resources, designing strategies to reduce energy consumption and carbon emissions are crucial, especially in developing countries like Indonesia. With its growing per capita energy use and significant carbon emission burden, Indonesia faces a dual challenge: meeting its growing energy needs while minimizing environmental impacts. This study integrates Knowledge of Energy-Saving Labels (KEL) into the Theory of Planned Behavior (TPB) to explore the purchasing behavior of Energy-Efficient Home Appliances (EHAs) on Java Island, which is the region with the highest domestic energy consumption in Indonesia. Data from 239 valid questionnaires were collected and analyzed using the Partial Least Squares (PLS) approach through Smart-PLS version 4 software. The findings show that consumer attitudes (CA), perceived behavioral control (PBC), and subjective norms (SN) significantly influence the intention to purchase EHAs. Likewise, KEL significantly influences CA, PBC, and SN. This research not only confirms the applicability of the TPB in analyzing the behavior of Indonesian consumers towards EHAs but also provides practical insights for policymakers and industry to formulate more effective strategies to increase awareness and adoption of energy-efficient household products.