The energy sector is one of the most prominent sectors in the development of nations. The scarcity of energy in developing nations urged the government and private sector to consider the efficient resources of energy. Energy-efficient appliances help to reduce the consumption of energy and fulfill consumers’ utilitarian needs. The purpose of this study is to empirically evaluate consumers’ purchase intention of energy-efficient appliances. The study employed convenience and quota based on the age sampling technique to select the participants of the study in one of the developing countries (Pakistan). Covariance-based structural equation modeling (CB-SEM) has been applied to test the hypothesized relationships among the constructs. In findings, knowledge of eco-labels, environmental concern, attitude, and perceived consumer effectiveness were found important antecedents of consumers’ purchase intention. Further, the findings provide environmental strategist with meaningful insight into the critical role that knowledge of eco-labels and environmental concern play in achieving energy-efficiency through the use of energy-efficient appliances.