AN INVESTIGATION OF CONSUMER DECISION MAKING STYLES ON INTENTIONS TO PURCHASE ENERGY EFFICIENT HOME APPLIANCES IN PAKISTAN

Growing demand for energy-efficient home appliances is trending around the globe. Using such appliances not only benefits environmental preservation but also reduces energy consumption. This study investigates consumer decision making styles (CDMS) toward purchase of energy-efficient home appliances. The applicability of Sprotles and Kendall’s Consumer Styles Inventory (CSI) is examined in this context, along with the role of religiosity. This study applied a deductive research approach. Using cross-sectional data, a total of 325 valid questionnaires were collected to validate the proposed hypothesis by using the Partial Least Square (PLS) path modeling approach (a variance-based SEM technique). Results show that religiosity has strong impact on consumer purchase intentions, while other significant decisionmaking styles are “Perfectionism, Brand Consciousness, Price Consciousness, Recreation consciousness, and Brand Loyal.” The valuable results from this research will benefit not only academic researchers but also home appliance manufacturing companies. Managers can position their products according to the findings of this research.