Do environmental knowledge and green trust matter for purchase intention of eco-friendly home appliances? An application of extended theory of planned behavior

This study aims to identify the determinants of consumers’ intentions to buy eco-friendly appliances for their households. This research scrutinizes the linkage between environmental knowledge (EK), consumer attitude (CAT), green trust (GT), and purchase intention (PI) in an emerging economy’s context. This study analyzes survey data from 331 Pakistani consumers using energy-efficient household products. SEM is employed to assess the formulated hypotheses. Empirical findings suggest that EK positively and significantly influences CAT and green trust. Similarly, CAT has a negative and insignificant influence on PI. In contrast, green trust is significantly and positively related to PIs. The research outcomes further disclose that perceived consumer effectiveness (PCE) and perceived behavioral control (PBC) positively influence PI. The study extends the B2B sales literature and suggests future directions for academics and practitioners.