The marketer makes timely updates and advancements in their offerings to meet the standards set by the government and regulators especially in areas for ensuring sustainability. Through its activities and media arm, the government formulate policies to spread energy efficiency awareness. But, how well this information is received and welcomed by the consumers is a matter of concern. Prior researches points that environmentally conscious individuals are always eager to remit higher cost for eco- compatible items [1, 2] Past researchers found that all those efforts taken by both the marketer and government did not necessarily lead to purchase decisions. Studying the impact created by star labelling on purchase intention is a matter to be investigated to fine-tune home appliance companies’ marketing strategies. For marketers, it would be imperative to investigate how well such extensive efforts reach the audience in an attempt to modify their marketing programs, especially segmentation, targeting, and positioning (STP) strategies. Studying and reporting variables connected to star labeling would provide further directions for marketers and consumers about the promotion and use of star labels. Consumers demand environmentally friendly products as a new segment to combat climate change [3]. Reducing energy consumption is critical in tackling climate change [4]. TPB (Theory of Planned Behaviour- Model), was followed to carry this empirical research. Understand PIN (purchase intention) of star-labelled appliances. This research tested, concept of TPB. The theory states about three components—attitude (AT), subjective norms (SBN), and perceived behavioural control (PBC). Based on data gathered from 410 consumers in the state of Kerala; three hypotheses were tested. The study has been centered around customers of star labeled home appliances in the territorial boundaries of Kerala using multiple regression. The data collected from customers who had already purchased the white goods (refrigerator, air conditioner and washing machine) and used the product for a minimum of six months. Our finding shows that attitude and PBC correlate weakly with PIN. SBN were the factors associated with an individual's culture, religion, and personality and slightly showed a moderate positive correlation that would manifest purchase intention.