Psychographic Profiles' Effect on Consumer Choice for Sustainable Smart Energy - Efficient Appliance Marketing

Abstract

This study investigates the impact of psychographic profiles on consumer choices regarding sustainable smart energy efficient appliances. Unlike traditional demographic factors such as income and age, psychographics encompassing values, environmental consciousness, lifestyle orientation, and innovativeness play a pivotal role in shaping consumer preferences for green technologies. A descriptive research design was employed, with data collected through a structured questionnaire administered to respondents in the Coimbatore region. Data analysis utilized SPSS, applying descriptive statistics, Chi-Square tests, One-Way ANOVA, and linear regression to evaluate the influence of psychographic variables.

Findings reveal that eco-conscious consumers are more inclined to adopt energy-efficient appliances as a means of sustainable living and self-expression. Regression results suggest that demographic variables such as income are less predictive of purchase intention compared to psychographic dimensions like environmental concern and perceived innovation. The research underscores the necessity for marketers to emphasize lifestyle-driven segmentation, eco-value communication, and digital engagement strategies to promote energy-efficient appliances. These insights contribute to advancing sustainable marketing practices and policy interventions.