The role of psychological factors in customers' purchase intention and willingness to pay for home energy management system

Environmental issues, such as global warming and climate change, are driving consumers to change consumption behaviors. For example, the purchase of green products has increased in recent years. The purpose of this study was to investigate the effect of health consciousness, religious environmental values, subjective and personal norms, and personality on the purchase intention of the home energy management system and also to investigate the effect of the purchase intention on the willingness to pay for home energy management system. This research is applied in terms of purpose and descriptive survey in terms of nature. The statistical population of this study is energy-efficient appliances customers in Iran who are at least 18 years old and have a diploma. The sample size was 384 people based on the Morgan table. An online questionnaire was used to collect data. The validity, and reliability of this questionnaire were also confirmed. To analyze the data from structural equation modeling with the partial least squares approach. The results showed that subjective norms, personal norms, and the personality trait of openness influence the purchase intention, and the purchase intention leads to the willingness to pay. The research findings provide important research and practical suggestions to green product manufacturing companies, construction companies, marketing managers, architects, and building engineers.