Article2024

Predicting households’ attitudes and product adoption intentions

Pankaj Kumar · Pardeep K. Ahlawat · Mahender Yadav · Parveen Kumar · Vaibhav Aggarwal

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Technology Adoption and User Behaviour Environmental Sustainability in Business Environmental Education and Sustainability

Abstract

Purpose The present study aims to examine the households’ attitudes and intentions to adopt an indoor air purifier against the smog crisis in India by using a comprehensive theoretical framework based on the combination of the Protective Action Decision Model (PADM) and the Theory of Planned Behavior (TPB). The United Nations Sustainable Development Goals (SDGs) 2030 also emphasized ensuring a healthy and safe life, especially by achieving SDG-3, SDG-11 and SDG-13. Design/methodology/approach Using purposive sampling, the data were collected through a survey questionnaire distributed to 382 households, and study hypotheses were assessed by using partial least squares structural equation modeling employing SmartPLS. Findings The results revealed that mental health risk perception (MHRP) was the most influential determinant of households’ attitudes toward adopting air purifiers, followed by smog knowledge, physical health risk perception (PHRP), information seeking and product knowledge. Notably, results revealed that households’ attitude is a leading determinant of their adoption intention toward the air purifier compared to subjective norms (SN) and perceived behavioral control (PBC). Originality/value To the best of the authors’ knowledge, the present study is the first to provide new insights into an individual’s protective behavior response toward ecological hazards by examining the households’ adoption intention toward the air purifier against the smog crisis using PADM and TPB model inclusively. In addition, the present study analyzes the impact of both PHRP and MHRP on individuals’ protective behavior separately. Also, this study provides theoretical contributions and important practical implications for the government, manufacturers and air purifier sellers.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2018When to use and how to report the results of PLS-SEM 2011The Protective Action Decision Model: Theoretical Modifications and Additional Evidence 2017Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior 2008Households' Perceived Personal Risk and Responses in a Multihazard Environment 2008Are flood victims more concerned about climate change than other people? The role of direct experience in risk perception and behavioural response

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