Switching from LPG to electricity in Indonesia: a study in the Java Bali grid

Technology innovations shift toward using cleaner and more convenient prime energy and energy converter appliances. It has driven some lower-middle-income countries to switch from fossil fuels to electricity. However, Indonesians don’t feel the urgency to switch from liquified petroleum gas (LPG)-fueled cookware to electricity. This study aims to: (1) explore usefulness (USE), ease of use (EOU), and time-oriented convenience (TOC) as antecedents of functional value (FUNC), recognition value (RECV), emotional value (EMOV), and epistemic value (EPIV); (2) examine the moderating effect of conditional value (CODV) on the intention to switch cooking energy (INT). A cross-sectional study gathered 290 valid questionnaires from households in Jakarta and other provincial capitals in Java. The PLS-SEM approach was applied to examine hypotheses and analyze gender, age, and region segmentation. The results reveal the impact of both USE and TOC on FUNC, RECV, and EMOV. Moreover, EOU and TOC positively influence EPIV. The linear relationship between USE and EPIV and between RECV and INT is insignificant. However, a quadratic relationship exists. This study shows that conditional value moderates the relationship between emotional value and switching intention. Additionally, gender has an impact on the influence of EOU and TOC on EPIV, indicating the presence of heterogeneity. These findings contribute to conceptual advancement in behavior science by integrating TAM, TCV, and VAM. Furthermore, it illuminates relationships between USE, EOU, TOC, consumption values, and intention. In addition, it gives professionals in the consumer electronics industry greater confidence in developing product appeal, segmenting products, and creating persuasive promotions.