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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

The Stimulus-Organism-Response (SOR) Model-Based

Analysis on Appliances Acquisition in the Philippines: An
Empirical Study on Consumers’ Behavior towards Purchasing
Refrigerators
Daniel Collin G. Jornales
OIC Chief Science Research Specialist
Department of Energy, Philippines

Corresponding author’s e-mail address: jornales.dc@gmail.com

Abstract. Through the Stimulus-Organism-Response (SOR) Model, the paper was designed to
answer five (5) questions: (a) What are the factors affecting the decision of the Filipinos in
buying refrigerators?; (b) What are the reasons that encourage Filipinos to purchase
refrigerators?; (c) What is the relationship between energy labels and the purchasing behavior of
the Filipinos?; (d) What are the internal and external referents associated in purchasing
behavior?; and (e) How do socio-demographics affect the purchasing behavior? SOR explains
that several external aspects can act as a stimulus which influences a person’s internal state,
referring to the organism, which will result to certain behavioral response. The prevailing
motivation of consumers rely on their hedonic behavior which attributes with the experiences of
sensory appeals including emotion and gratification The study suggests that the consumers lack
ample knowledge and capacity to use their familiarity and awareness on the existence of energy
labels on making sound decisions when purchasing refrigerators. The importance of energy
labels was being set aside by the consumers when being conflicted with the product’s brand,
features, and aesthetics. Subsequent interventions of government may be necessary in order to
address the gap between the consumers purchasing motivation and purchasing behavior. The
intensification of information campaign and supporting policies may provide avenue to ensure
that consumers are empowered on choosing energy efficient appliances. Furthermore, the
development of a comprehensive communication plan that will cut across sector may address
the concerns on the appliances acquisition of the Filipinos.

Keywords: Energy Efficiency, Appliances, Refrigerators, Consumer Behavior, Technology

Management

1. Introduction
In 2019, the Philippines total power peak demand reached 15,581 MW which is 5% higher than the 2018 peak
demand of 14,782 MW [1]. To address the increasing carbon footprints and achieve sustainability, the shift to
energy-efficient appliances is vital for the Residential Sector [2]. Technological change serves as a key driver of
productivity progress and developed living standards in a community [3]. It can also establish and carry
fundamental revolutions to economies and lead social and human advances while reaching those in need [4].

However, for the past years, the consumption behavior of everyone resulted to adverse impacts on the
environment which include climate change [5]. The Philippines expects a reduction of 70% on its greenhouse gas
emissions (GHG) by 2030 vis-a-vis its business-as-usual (BAU) scenario. This mitigation contribution impacts on
the financial resources, technological development and transfer, and capacity building [6]

With the high share of the residential sector in a country’s energy consumption, it is inevitable that electrical
appliances will greatly contribute to the worsening environmental pollution. In addition to this, appliances that are
not identified as non-energy efficient may tend to waste electricity, which is not beneficial on saving energy and
ensuring reduction of emissions [7]. It’s becoming more noticeable that the residential sector of developing
economies is witnessing relentless increase in electricity demand due to the fast-paced increased on consumers
[8]. The increase in the sector’s energy demand can also be attributed to the higher level of technology adoption

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

especially on advanced electrical and electronic appliances [9]. This substantial and visible share draws attention
on addressing the consumption being shared by residential sector. Policies that may overcome and address the
issues on energy security, fuel diversification, and climate change. These policies play a very pivotal role on
devising and promoting energy efficient technologies, energy labels, and standards that will improve household
consumptions. [10]

Through the enactment of Republic Act 11285 or also known as the Energy Efficiency and Conservation
(EE&C) Act, a more concrete and specific framework for leading and institutionalizing essential policies on EE&C
that include the promotion of technologies that are energy efficient [11]. The initiative of the Philippine
Government mainly focuses on making EE&C as the nation’s way of life and to increase awareness on the
importance of attaining energy savings through various programs and projects of the Department of Energy. The
present strategies being executed includes the aggressive campaign on energy efficient technologies in the country
which expects to provide greater energy savings both for the end-user and manufacturer through the conduct of
information, education, and communication activities. [12]

Through the Stimulus-Organism-Response (SOR) Model-Based Analysis, this paper will analyze the
purchasing behavior of Filipinos specifically on the acquisition of refrigerators among households. The study will
analyze the effect of stimulants, such as awareness and informativeness of energy labels and subjective norms, to
the organisms’ purchasing behavior. Moreover, the following problem statement shall be drawn:

1. What are the factors affecting the decision of the Filipinos in buying refrigerators?
2. What are the reasons that encourage Filipinos to purchase refrigerators?
3. What is the relationship between energy labels and the purchasing behavior of the Filipinos?
4. What are the internal and external referents associated in purchasing behavior?
5. How do socio-demographics affect the purchasing behavior?

2. Theoretical Framework
The Stimulus-Organism-Response (SOR) Model explains that several external aspects can act as a stimulus which
influences a person’s internal state, referring to the organism, which will result to certain behavioral response [13]

The SOR model is well accepted and used model by research on studying the behavioral context of a consumer
on retail buying [14], autonomous vehicle adoption [15], healthcare [16], and e-commerce [17].

STIMULUS ORGANISM RESPONSE

Social/ Environmental Psychological Influences or

Influences Personal Influences Buying Behavior

Figure 1. Stimulus - Organism - Response (SOR) Framework

According to the existing literature, [18] this model assumes that a person's internal states (e.g emotions) are
triggered when the person is exposed to external stimuli. A stimulus (S) is an external factor that changes a person's
internal state. An organism (O) or internal state refers to the internal experience of an individual's emotional
cognition, including cognitive states and emotional states. More particularly, the cognitive state alludes to the
method of considerations based on data preparing. On the other hand, the emotional state is the involvement of
emotions [19]. Response (R) is the result of behavior, which represents the Organism's action with regards to the
certain presented stimulus. Hence, the inherent states influence their behavioral reactions.

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

STIMULUS ORGANISM RESPONSE

External Stimulus
(Characteristics of
Refrigerators) Hedonic
Motivation
Internal Stimulus
(Personal and Purchasing Intention
Psychological Factors) Utilitarian
Motivation

Socio-Demographic
Characteristics

Figure 2. Research Framework

The research framework as shown in Figure 2 specifies the identified factors under Stimulus which are the
external stimulus, internal stimulus, and socio-demographic characteristics. These factors affect the organism’s
motivation to purchase the product being presented.

Energy Efficient Technologies are machineries and equipment that performs with the same task of conventional
technologies with a requirement of lesser energy consumption. These type of technology ensures lower energy
consumption cost and reduced GHG emissions. The United Nations Economic Commission for Europe (UNECE)
classified energy technologies into five high-level categories: (1) building envelope; (2) heating; (3) ventilation,
air conditioning, and cooling; (4) appliances; and (5) lighting. These technologies, as classified, provide efficient
ways to consume and use energy on every building that they are installed and used. [20]

In 2017, the UNECE conducted a comparative study on the mapping of existing EE standards and technologies
in several buildings across the UNECE region. The key objective of the study is to evaluate the adoption of existing
energy efficient technologies for buildings in the UN region. In the Philippines, energy labels are markings that
contains the details and important information of an energy consuming product. It has the product’s estimated
energy consumption, energy efficiency rating, technical specifactions, among others, which are expected to assist
consumers on choosing the most efficient appliance for their consumption.

With the rising emphasis on developing policies that increase energy efficiency and reduce carbon emissions,
energy labels continue to garner international attention as a means of pushing end-users to acquire appliances that
are considered as energy efficient. Energy labels, which predominate in energy information initiatives, are
acknowledged as the third wave of pollution reduction. [21]. The labels are expected to stimulate consumers'
behavior of purchasing more energy efficient household appliances by providing different sorts of energy
information. Whether or not these energy labels do increase energy efficiency has been intensively explored. [22]
[23] [24]

Appliances, like refrigerators, are commonly accompanied by an energy label and can be prominently seen in
the market. Energy Labels requires the presentation of necessary energy-related information on each appliance
that are present and available to the consumers in the market [25]. They provide an in depth and reliable
information to avoid asymmetric information and uncertainty when it comes to the decision-making on acquiring
and energy-intensive product [26]

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

Refrigerators are the most common household appliance in developed countries as it portrays the most
convenient and safe way to preserve food. In 2015, the developing countries and emerging economies’ residential
refrigerators covers approximately 10% of world’s electricity consumption for the household sector. For these
countries, the number of refrigerators is expected to double to just under two billion in the next 15 years. The shift
to a more climate-friendly and energy-efficient household refrigerators is expected to attain an energy savings of
more than 60% for the developing countries. [27]. In terms of consumer’s motivation of purchasing a certain
appliances, various studies implies that this can be classified into Hedonic and Utilitarian Behavior of the
consumers. [28] [29] [30] [31]

By definition, hedonism is associated with joy and excitement. The main structure of hedonic purchases
abstract motives such as escape, exploration, and imagining that exceed the physical attributes of the things rather
than for the need for a specific item. Utilitarianism, on the other hand, refers to situations in which individuals
seek a specific item and evaluate the palpable attributes of things based on its efficiency-maximizing attributes and
usefulness at the moment. [32]

Subjective norms (SN) refers to the notion that a substantial individual or cluster of people would favor and
support a certain behavior. SN are established based on individual's perceived communal pressure towards how
other people are behaving, this also include their motivation to adapt to other person’s beliefs. Prior researches
shown that the weight of SN on purpose formation is basically weaker than the impact of attitude. [33] [5] The
existing paradigm of SN is enough to establish that the effects of distinct social factions or groups relevant to a
specific behavior in a specific situation is enough to affect the purchasing behavior and decision making of an
individual. [34]

3. Methodology
Based on the current population of the Philippines, which is 109,035,343, [35] the current number of households
can be assumed to be 21,807,069 which is typically composed of 5 members. PSA (2020) also specified that an
average household in the Philippines is at 4.4. With this numbers, the study will require at least 385 respondents
to conduct the study with 95% confidence level at 5% margin of error. The study gathered a total of 395 responses
with their socio-demographic and economic profile presented in Table 1.

The study used a survey questionnaire covering the Respondent’s Profile, Questions on their most recent
appliance acquisition, Preference/s on Buying Refrigerators, Energy Label Awareness and Informativeness,
Subjective Norms, and Consumer Behavior. Statistical models used are multiple regression, exploratory factor
analysis, and data reliability test.

4. Results and Discussion

Table 1 presents that most of the respondents are Female which is composed of 208 responses or 53% of the total
population. In terms of their age group, respondents who are between 26 to 35 years old dominated the survey
with a total of 181 responses or 46% of the total responses. Most of the respondents are bachelor’s degree holder
with 268 responses or 68% of the total population of respondents. When it comes to their marital status, 213
respondents are single which covers the 54% of the total number of responses. In terms of average monthly income
for the household and individual, most of the respondents earn between Php 19,001.00 to Php 38,000.00 and Php
20,000.00 to Php 30,000.00, respectively, or 24% and 29% of the total number of respondents. Many of the
respondents are regular/permanent employee with 258 responses or 65% and lastly most of the household has 4
members which has 111 responses or 28% of the total responses. The number of household members is consistent
with the pronouncement made by the PSA (2020).

Variables n % Variables n %
Sex Employment Status
Male 182 46% Regular/Permanent 258 66%
Female 208 53% Contractual 34 9%
Prefer not to say 5 1% Temporary/Casual 9 2%
Age Self-Employed 42 11%

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

18 years old to 25 years old 52 13% Part-Time 6 2%

26 to 35 years old 181 46% Consultant 7 2%
36 to 45 years old 69 17% Unemployed 39 10%
46 to 55 years old 67 17% Number of Household Members
56 to 65 years old 24 6% 1 Person 13 3%
66 years old and above 2 1% 2 Persons 49 12%
Educational Attainment 3 Persons 59 15%
Elementary 0 0% 4 Persons 111 28%
High School 17 4% 5 Persons 74 19%
Technical Vocational 21 5% 6 Persons 49 12%
Bachelor’s Degree 268 68% 7 Persons 16 4%
Post Baccalaureate 6 2% 8 Persons 12 3%
Master's Degree 66 17% 9 Persons 7 2%
Doctorate Degree 15 4% 10 Persons 3 1%
None 2 1% More than 10 Persons 2 1%
Marital Status Average Monthly Income
Single 213 54% (Individual in Peso)
Married 174 44% Less than Php10,000.00 42 11%
Widowed 3 1% Php 10,001.00 to Php 20,000.00 59 15%
Legally Separated 5 1% Php 20,001.00 to Php 30,000.00 114 29%
Average Monthly Income Php 30,001.00 to Php 40,000.00 64 16%
(Household in Peso) Php 40,001.00 to Php 50,000.00 32 8%
Less than Php 9,500.00 35 9% Php 50,001.00 to Php 60,000.00 27 7%
Php 9,501.00 to Php 19,000.00 42 11% Php 60,001.00 to Php 70,000.00 13 3%
Php 19,001.00 to 38,000.00 95 24% Php 70,001.00 to Php 80,000.00 9 2%
Php 38,001.00 to Php 66,640.00 90 23% Php 80,001.00 to Php 90,000.00 9 2%
Php 66,641.00 to Php 114,240.00 67 17.0% Php 90,001.00 to Php 100,000.00 5 1%
Php 114,241.00 to Php 190,400.00 39 10% More than Php 100,000.00 21 5%
Php 190,401 and above 27 7%
Table 1. Distribution of Respondents According to Socio-Demographic and Economic Profile
The study also gathered data on the ownership of refrigerators in the country. 385 responses or 98% owns
refrigerators on their households, out of this responses, 218 or 55% are inverter refrigerators while the remaining
response are non-inverter, or the respondent has no idea of type of refrigerator that they own. Majority of the units
are at least 5 years old with 57 responses or 14% of the total population.

Variables n %
Factors on Purchasing Refrigerators
Brand 327 83%
Energy Efficiency 287 73%
Budget 284 72%
Inverter Type 224 57%
Capacity 216 55%
Warranty 189 47.8%
Design (Door Style, Shelves, Lighting, etc.) 155 39.2%
Available Space at Home 150 38.0%
Country of Origin 65 16.5%
Special Feature (Ice Maker, Wi-FI Connectivity, etc) 59 14.9%
Free Shipping 52 13.2%
Table 2. Distribution of Respondents According to the Respondent’s Preference on Purchasing Refrigerators

What are the factors affecting the decision of the Filipinos in buying refrigerators in terms ownership?

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

Table 2 presents the distribution of respondents according to their preference on purchasing refrigerators. The
top three factors are Brand (327 responses - 82.8% of the total population), Energy Efficiency (287 responses -
72.7% of the responses), and Budget (284 responses - 71.9% of the total population). For each factor, Levene’s
Test for the Equality of the Variances and t-rest for the equality of the means were run in terms of refrigerator
users and non-refrigerator users.

Brand, Energy Efficiency, Budget, Country of Origin, Type, Capacity, Warranty, Space, and Design affects
the decision of Filipinos when buying refrigerators. According to [36], choosing certain brands and origin tend to
be related to the desire of people to fit in, whether at school, work, or in social circles. With this, consumer
sometimes choose brands which will contribute to greater social acceptability. This can be supported by [37] where
good branding strategy allows simplified shopping which enables consumers to decide quickly and efficiently
what they want. Familiarity with brands reduces the likelihood of getting disappointments when purchasing
appliances. The result on the inclusion of Energy Efficiency and Budget in the can be associated with the fact that
when the price range of the product in the low, consumers will tend to choose high energy consuming appliances
but when the price range is in mid-to-high range, the decision of the consumer will vary [38] The study also agreed
that inverter technology is the most efficient refrigeration technology available on the market today, it saves up to
30-50% of the electricity consumed as compared to conventional refrigerators [39]. Budget, Capacity, Brand,
Energy Efficiency, and Design greatly affects consumers’ decision when acquiring refrigerators [40]

What are the reasons that encourage Filipinos to purchase refrigerators?

Based on the distribution of respondents according to their Preference on Refrigerators, the respondent’s
preference on refrigerators were closely to each in their average weighted mean of 1.27 and score range from 1.30
to 1.25. Likewise, the respondent’s preference on refrigerators had an average std. deviation of 0.96 whereas each
item set scores range of std. deviation from 0.940 to 0.984. This means that the dispersion in each item sets was
close to each other. Therefore, the respondents "Often" prefer/believe that their preference of refrigerators should
have energy labels, high energy efficient rating, discussed the energy labels by merchant and with energy-efficient
refrigerators.

When it comes to the distribution of respondents according to the Respondent's Level of Agreement on the
Respondents' Awareness on Energy Labels, the respondent’s awareness on Energy Labels were closely to each in
their average having weighted mean of 1.16 and score range from to 1.39 to 0.96. Likewise, the respondent’s
awareness on Energy Labels had an average of 0.0486 whereas in each item sets score range of std. deviation from
0.047 to 0.052 This means that the dispersion in each item sets was close to each other. Therefore, the respondents
"Agree" that they shall recommend and purchase Energy Labels. Further, the respondents believe that the Energy
labels are reliable and helps reducing electricity consumption

The distribution of respondents according to their Level of Agreement on Subjective Norms provided an
average weighted mean of 0.231 and score range from -0.21 to 1.25 which was slightly scattered. The respondent’s
level of agreement on subjective norms had an average of 0.054 whereas in each item sets score range of std.
deviation from 0.049 to 0.061. This means that the dispersion in each item sets was close to each other. Therefore,
the respondents' level of agreement on subjective norms "Neutral" since some agreed with family
recommendation, friends' approval as well as influenced through newspapers, television and social media
especially if refrigerator with energy-efficient that is beneficial to environment. Hence, some would disagree if
they were endorsed by well-known personalities, celebrities or social trends for uniqueness of their perception.

Lastly, on the distribution of Respondents according to their Level of Likelihood on Consumer Behavior, the
respondents of level of likelihood on Consumer Behavior were closely to each in their average having weighted
mean of 0.996 and score ranges from 0.3 to 1.55. The respondents of level of likelihood on Consumer Behavior
had an average of 0.048 whereas in each items sets score range of std. deviation from 0.038 to 0.048. Therefore,
the respondent's level of likelihood on Consumer Behavior is "Neutral". The respondents prefer to buy a
refrigerator with preferred features, affordability, functionalities, and aesthetics over its energy efficiency.

What is the relationship between energy labels and the purchasing behavior of the Filipinos?

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

In general, variables under Energy Labels have Negligible Correlation with variables under Consumers
Behavior at 0.262. This result is like the to the conclusion of the studies of Zainudin et al (2014) [41] and Skuortos
et al (2021) [42] that energy labels are ineffective on completely influencing consumers behavior as it showed
negative correlation towards purchasing practices. However, Sharma and Gupta (2013) [43] also indicated that
demographics factors may affect the consumers’ behavior towards purchasing appliances.

What are the internal and external referents associated in purchasing behavior?

Ha: There is significant relationship between the Energy Label and Consumer Behavior
Ho: There is no significant relationship between the Energy Label and Consumer Behavior

Chi-square statistics were used to analyze the goodness of fit between the energy labels and consumers’
behavior. All of the variables have their null hypothesis rejected except for EL 4 (I believe that it is easy to buy
energy-efficient refrigerator when marketed well) and CB 3 (I will buy a refrigerator based on its functionality
regardless of its energy efficiency and aesthetic). Since the null hypothesis is accepted at χ2 = 24.336, df = 16, p
= 0.082, the alternative hypothesis will be rejected. There is no significant relationship between the ease of buying
energy-efficient refrigerator when marketed well and buying refrigerators based on its functionality regardless of
its energy efficiency and aesthetic. Most of the respondents in different regions are neutral while some have
responded likely.

This result can be attributed to the Utilitarian Behavior of consumer where consumers tend to get satisfaction
if they were able to acquire a product or service that meet their requirements in a way that is it maximizes efficiency
and usefulness [32] [44]

Based on the results, the internalities focused on the information awareness on energy label which include the
provision of details on energy efficiency rating, electricity consumption, and possible savings when the refrigerator
is purchased. On the otherhand, externalities focused on the marketing aspect of the refrigerator. Consumers will
gravitate more on products that are well marketed, advertised, and promoted.

How do socio-demographics affect the purchasing behavior?

An EFA was performed using a principal component analysis and varimax rotation. The minimum factor
loading criteria was set to 0.50. The communality of scale, which indicates the amount of variance in each
dimension, was also assessed to ensure acceptable levels of explanation. The results show that all communalities
were over 0.50. The three factors identified as part of this EFA aligned with the theoretical proposition in this
research. Factor 1 includes items from EL1 to EL9, referring to Energy Label (EL). Factor 2 gathers item CB1 to
CB7, which represent Consumer Behavior (CB). Finally, Factor 3 includes items SN1 to SN7, referring to
Subjective Norms (SN). The results of the new analysis made in the study also confirmed the five (5) dimension
structure which are theoretically defined in the study. Furthermore, the Bartlett’s Test of sphericity provide
significance and all communalities were above the required value of 0.500.

5. Conclusion and Recommendation

In line with the purpose of the study to determine the factors and variables affecting the consumer behavior of
Filipinos towards purchasing refrigerators, the study applies the theory of S-O-R to analyze the acquisition
behavior of the respondents. Based on the foregoing Results and Discussion, the following summary and findings
can be drawn:

Profile of the Respondents. Most of the respondents are Female aged 26 to 35 years old living with four
household members and have bachelor’s degree. They are single holding a regular/permanent position with an
average individual monthly income of Php 20,0001.00 to Php 30,000.00 and average household monthly income
of Php 19,001.00 to Php 38,000.00.

Based on the classification of Philippine Institute of Development Studies (PIDS), family income for a family
of 5 ranging between Php 19,040.00 to Php 38,080.00 are considered as lower middle-income class. Moreover, a
family composed of five (5) members would only be considered as middle income if its monthly income is between

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

Php 20,000.00 and Php 115,000.00. Given this range, the study was able to gather 252 responses from the middle-
income class which is 63.80% of the total number of respondents.

Brand, Energy Efficiency, Budget, Country of Origin, Type, Capacity, Warranty, Space, and Design
affects the decision of Filipinos when buying refrigerators. According to Kokemuller (2019), choosing certain
brands and origin tend to be related to the desire of people to fit in, whether at school, work, or in social circles.
With this, consumer sometimes choose brands which will contribute to greater social acceptability. This can be
supported by [37] where good branding strategy allows simplified shopping which enables consumers to decide
quickly and efficiently what they want. Familiarity with brands reduces the likelihood of getting disappointments
when purchasing appliances. The result on the inclusion of Energy Efficiency and Budget in the can be associated
with the fact that when the price range of the product in the low, consumers will tend to choose high energy
consuming appliances but when the price range is in mid-to-high range, the decision of the consumer will vary
[38]. The study also agreed that inverter technology is the most efficient refrigeration technology available on the
market today, it saves up to 30-50% of the electricity consumed as compared to conventional refrigerators [39].
Budget, Capacity, Brand, Energy Efficiency, and Design greatly affects consumers’ decision when acquiring
refrigerators [40]

The same time, the presence of energy labels plays a vital role on the intent of consumers to purchase
refrigerators, given that there are also precedent recommendations of their families, friends, or knowledge based
on newspaper, television, and social media. Since energy labels provide reliability and eliminates uncertainty [25],
they should be understood, trusted, and valued as a tool for consumer’s decision making [41].

Respondents are encouraged to purchase refrigerators is presented with an energy label. The perception of the
respondents that energy labels are reliable and aids in the reduction of electricity consumption plays a vital role on
buying refrigerators. Respondents were also encouraged based on the recommendation of their family, friends'
approval as well as influences from newspapers, television, and social media especially if the refrigerator is
deemed as energy-efficient and beneficial to environment.

Respondents will choose a refrigerator with their preferred features and based on its affordability, functionality,
and aesthetics over its energy efficiency.

Consumers are encouraged to purchase refrigerators if they are deemed as environment-friendly. Green
purchasing behavior refers to the purchase of environment-friendly products or sustainable products that are
beneficial to the environment and avoid harm to the society and the environment [45] [46] [47] [48]

One of the purposes of the study is to determine the purchasing motivation of the Filipinos on acquiring
refrigerators. Based on the results, Respondents will choose a refrigerator based on their preferred features, the
products affordability, functionality, and aesthetics over its energy efficiency.

Since utilitarian behavior refers to the effectiveness, functionality, and practicality of the product, sacrificing
energy efficiency for features and aesthetics means the motivation of the consumer doesn’t rely on its utilitarian
behavior. The prevailing motivation of consumers rely on their hedonic behavior which attributes with the
experiences of sensory appeals including emotion and gratification [49]. This behavior can be supported by the
results of the third statement of the problem on the relationship between energy labels and the purchasing behavior
of the Filipinos. Another factor that will support this result is the fact that external referents focused on the
marketing aspect of the product. Based on the results, consumers will gravitate more on products that are well
marketed, advertised, and promoted.

Variables under Energy Labels have Negligible Correlation with variables under Consumers Behavior at
0.262. This result is similar to the to the conclusion of the studies of Zainudin et al (2014) and Skourtos et al (2021)
that energy labels are ineffective on completely influencing consumers behavior as it showed negative correlation
towards purchasing practices. Although Sharma and Gupta (2013) stated that this may be due to the socio-
demographic profile of the consumers, this study also contradicts that conclusion since based on the results on the
Likert scale, the Consumers’ Behavior has a “Neutral” interpretation, and the socio-demographic profile has their
own preference on purchasing refrigerators.

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2nd ASEAN International Conference on Energy and Environment IOP Publishing
IOP Conf. Series: Earth and Environmental Science 1199 (2023) 012029 doi:10.1088/1755-1315/1199/1/012029

Based on the results, the internalities focused on the information awareness on energy label which include the
provision of details on energy efficiency rating, electricity consumption, and possible savings when the refrigerator
is purchased. On the otherhand, externalities focused on the marketing aspect of the refrigerator. Consumers will
gravitate more on products that are well marketed, advertised, and promoted.

This result proved that marketing is critical in getting the product to the consumers. It is more crucial to deliver
the product according to the consumer's preferences. Providing a unique marketing plan aids in acquiring a diverse
range of customers [50]. Marketing is also a vital strategy on increasing product reach and possibly brand
patronage among consumers [51]

All variables identified in the socio-demographic of the respondents have significant relationship among the
Energy Labels, Consumer's Behavior and Subjective Norms. Based on the Likert scale, the consumers' behavior
is Neutral. Their socio-demographic profile has their own preference in purchasing refrigerators.

The results on the effect of socio-demographics of the respondents towards purchasing behavior contradicts
the results of the studies by Akman and Rehan (2014) [52], Mas’od and Chin (2013) [53], Cater and Serafimova
(2019) [54], and Ugbomhe and Adomokhai (2021) [55] where socio-demographics has significant impact on the
purchasing behavior of the consumer. However, the study has the same results when compared with Kraus et al
(2017) [56]

Recommendations

The study suggests that the consumers lack ample knowledge and capacity to use their familiarity and
awareness on the existence of energy labels on making sound decisions when purchasing refrigerators. The
importance of energy labels was being set aside by the consumers when being conflicted with the product’s brand,
features, and aesthetics. Subsequent interventions of government may be necessary to address the gap between the
consumers purchasing motivation and purchasing behavior. The intensification of information campaign and
supporting policies may provide avenue to ensure that consumers are empowered on choosing energy efficient
appliances. Furthermore, the development of a comprehensive communication plan that will cut across sectors
may address the concerns on the appliances acquisition of the Filipinos. Furthermore, future studies may focus on
the impact of the government policies to the middle-income class towards their consuming behavior and other
factors affecting their decision towards energy efficiency and conservation.

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