This study aims to investigate the extended role of goal-framing theory (GFT) on the energy-saving air conditioners called inverter air conditioners (IACs) in the context of the developing market (Pakistan). The GFT has three constructs, gain motivations, hedonic motivations, and normative motivations, which affect consumers’ sustainable behavior. The study is based on a survey of IAC users with the final sample size of 418 and using PLS-SEM. The empirical findings highlight the importance of all the three motivational factors and the negative moderation of perceived behavior control (PBC). There is a substantial direct effect of normative motivations, whereas the direct effect of gain motivations on sustainable intentions is insignificant. Implications for the marketing professionals and policymakers suggested the use of a mix-motivational approach to get sustainable results while promoting sustainable products like IACs. Avenues for further exploration into this area have also been recommended to future researchers.

这项研究的目的是在发展中市场（巴基斯坦）的背景下研究目标框架理论（GFT）在称为变频空调（IAC）的节能空调中的扩展作用。GFT具有三种构造，获得动机，享乐主义动机和规范动机，它们会影响消费者的可持续行为。该研究基于对IAC用户的调查，最终样本量为418，并使用PLS-SEM。经验发现突出了所有三个动机因素的重要性以及感知行为控制（PBC）的负面调节。规范动机具有实质性的直接影响，而获得动机对可持续意图的直接影响则微不足道。对市场营销专业人士和政策制定者的影响表明，应采用混合激励方法来获得可持续的结果，同时推广IAC等可持续产品。还向未来的研究人员推荐了进一步探索该地区的途径。