부산대학교 도서관

Amidst global climate change and natural resource degradation challenges, adopting energy-efficient home appliances is becoming increasingly crucial, especially in developing countries like Indonesia. Java Island is the country’s economic and industrial center with the highest domestic energy consumption. This study aims to analyze the influence of knowledge about eco-labels and environmental consciousness, mediated by self-efficacy, on the willingness of consumers in Java to adopt energy-efficient household appliances. This study utilizes the Information-Motivation-Behavioral Skills (IMB) theoretical framework. Data were collected from 210 respondents through a survey disseminated through social media, and analysis was conducted using the Partial Least Squares (PLS) method within the Structural Equation Modeling (SEM) framework. Results show that eco-label knowledge and environmental consciousness significantly contribute to willingness to purchase energy-efficient appliances, with self-efficacy as an essential mediator. The findings present new insights into sustainable consumer behavior and provide practical recommendations for policymakers and practitioners in formulating effective promotional strategies to increase the adoption of energy-efficient home appliances in Indonesia. As such, this study extends the green consumer behavior literature by exploring the mediating role of self-efficacy in a developing country context.