Transforming Environmental Concern into Adoption of Energy Efficient Air Conditioners: A Comparative View of TPB & DOI Models
Published online on October 06, 2025
Abstract
Social Marketing Quarterly, Volume 32, Issue 1, Page 57-82, March 2026.
BackgroundThe rising demand for energy in India due to tropical weather conditions, rising income levels and rapid urbanization has caused an increase in buying and use of air conditioners. Air conditioners are energy guzzlers. Strangely, although there ...
BackgroundThe rising demand for energy in India due to tropical weather conditions, rising income levels and rapid urbanization has caused an increase in buying and use of air conditioners. Air conditioners are energy guzzlers. Strangely, although there ...