EXPLORING THE IMPACT OF BEE RATING SYSTEMS ON CONSUMER PURCHASE DECISIONS: A BEHAVIORAL STUDY
DOI:
https://doi.org/10.29121/ijetmr.v12.i(4SE).2025.1589Keywords:
Bureau of Energy Efficiency, Elaboration Likelihood Model, Energy EfficiencyAbstract
This study examines the impact of BEE (Bureau of Energy Efficiency) rating systems on consumer purchase decisions, focusing on awareness, trust, and purchase intention. It aims to determine whether higher BEE ratings influence consumer trust, perceived product quality, and purchase behavior while also exploring demographic variations in consumer responses. The research adopts a quantitative approach, using survey data from 192 respondents to analyze consumer behavior regarding BEE ratings. Descriptive statistics, ANOVA, and regression analysis were employed to assess the relationships between BEE awareness, trust, and purchase intention. The study also considers the Elaboration Likelihood Model (ELM) to understand how consumers process BEE rating information.
The results indicate that greater awareness of BEE ratings significantly increases purchase intention (p = 0.000). However, trust in BEE ratings does not vary significantly across demographic groups (p > 0.05), suggesting that while consumers recognize these ratings, they may not fully rely on them. Additionally, age and environmental consciousness do not significantly impact reliance on BEE ratings. The study finds no strong evidence that perceived inconsistency or credibility concerns reduce the influence of BEE ratings on purchase decisions.
For businesses, the findings emphasize the need to increase awareness and trust in BEE ratings through clear marketing strategies that highlight energy efficiency benefits. Since demographics do not significantly impact trust or purchase intention, companies should adopt general awareness campaigns rather than targeted messaging. For policymakers, improving the credibility of BEE ratings through strict regulations, public awareness campaigns, and financial incentives can enhance their effectiveness in promoting sustainable consumption.
This study provides a data-driven analysis of the behavioral impact of BEE ratings on consumer decision-making, contributing to the limited research on energy efficiency labeling systems in consumer markets. By integrating behavioral insights and the ELM framework, it offers practical recommendations for businesses and policymakers to strengthen the role of BEE ratings in driving sustainable purchasing behavior.
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Copyright (c) 2025 Dr. Joy Samuel Dhanraj. G, Navin M. K, J. Jai Dinesh
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