Exploring the Impact of Digital Platform on Energy-Efficient Consumption Behavior: A Multi-Group Analysis of Air Conditioning Purchase in China Using the Extended TPB Model

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dc.contributor.authorZheng, Zhong
dc.contributor.authorSrinuan, Chalita
dc.contributor.authorRojniruttikul, Nuttawut
dc.date.accessioned2026-08-06T10:51:22Z
dc.date.available2026-08-06T10:51:22Z
dc.date.issued2025-06-01
dc.description.abstractEnergy-efficient consumption has become a strategic priority to mitigate global climate change and enhance national energy security. While social media has reshaped online consumption behavior, the mechanisms through which these digital platforms influence energy-efficient purchasing remain underexplored. This study extends the Theory of Planned Behavior (TPB) by integrating price perception variables and applies multi-group structural equation modeling to examine how social media shapes Chinese consumers’ intentions to purchase energy-efficient air conditioning. The results show that (1) social media exposure strengthens energy-efficient purchasing intentions indirectly via behavioral attitude, subjective norm, and perceived behavioral control; (2) price perception is negatively associated with purchase intention; and (3) these effects vary by age cohort, gender, and income—Generation Z and female consumers are more susceptible to social media influence, while low-income groups exhibit heightened price sensitivity. These findings advance TPB theory and offer guidance for digital platform policies aimed at promoting energy-efficient consumption.
dc.identifier.citationSustainability Switzerland, 17(11), 2025
dc.identifier.doi10.3390/su17115192
dc.identifier.issn20711050
dc.identifier.other2-s2.0-105007724425
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/17037
dc.sourceSustainability Switzerland
dc.subjectair conditioning
dc.subjectenergy-efficient consumption
dc.subjectmulti-group analysis
dc.subjectprice perception
dc.subjectsocial media
dc.subjectTPB theory
dc.titleExploring the Impact of Digital Platform on Energy-Efficient Consumption Behavior: A Multi-Group Analysis of Air Conditioning Purchase in China Using the Extended TPB Model
dc.typeArticle

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