Understanding energy-efficient heating appliance behavior change: The moderating impact of the green self-identity

Highlights: • Behavior change to an energy-efficient heating appliance (EEHA) was examined. • This work identifies the factors that influence the change to an EEHA. • Green self-identity has the strongest impact on behavior intention, after attitude. • Operation/maintenance, label, savings, and co-benefits impact behavior change. • Our study offers insights on how to motivate consumers to use efficient energy. Nowadays, the concern with environment is increasingly important, with energy being one of the sectors that have the highest impact on it. As such, the energy consumed by households is relevant when it comes to reduce energy consumption. Energy consumption has different sources namely, the heating appliance. As such, the change to an energy efficient heating appliance (EEHA) is the core factor to modify the actual energy consumption level and environmental problems. In this study, a new integrative model explains what lead consumers to change to an EEHA, identifying the factors that influence/predict that decision. It is also studied the moderator factor that the environmental concern of consumers (green self-identity) can have in that process of decide to change the appliance. PLS-SEM method is used to create the research model and evaluate the hypothesis. Based on a sample of 1136 responses, this work reveals that the following factors: savings, label, operation and maintenance, and green self-identity influence (direct and indirectly) the behavior intention to change to an EEHA. The moderator effect of the green self-identity was also found: between the label and behavior change to an EEHA, and also between the operation and maintenance and behavior change to an EEHA.