Investigating Young Consumers’ Purchasing Intention of Green Housing in China

By Lin Zhang, Liwen Chen, Zezhou Wu, Sizhen Zhang, Huanbin Song. 2018

158 citations recorded by the source corpus.

The issues of energy crisis, environmental degradation, and climate change present a severe challenge to the sustainable development in China. The development of green building (GB) is considered one of the most popular strategies toward a sustainable construction industry. Apart from advanced green technologies, consumers’ purchasing intention toward green housing (GH) plays a crucial role in the large-scale promotion of GB. However, which determinants significantly affect consumers’ purchasing intention remain unclear, especially for the young generation in developing countries. This study attempts to investigate young consumers’ purchasing intention of GH in China. On the basis of extended theory of planned behavior (TPB), seven constructs are identified, and nine hypotheses are proposed. A total of 241 responses were collected from the questionnaire survey, and structural equation modeling was employed to test the proposed hypotheses. Governmental incentives are affirmed to be the most important determinant, followed by consumers’ attitude toward behavior and subjective norm. Perceived behavioral control is an insignificant determinant for young consumers to purchase GH. In addition, subjective knowledge has an indirect effect through attitude toward behavior. Environmental concern also confirms an indirect effect through attitude toward behavior and subjective norm toward purchasing intention, respectively. Thus, the government is implied to play a crucial role in GH promotion at this stage.

Subfields: Building and Construction, Marketing, Speech and Hearing

View Paper: https://www.semanticscholar.org/paper/6aee63efd4618414b36a7e55415b3de8ec9d58bf

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. S. Naz
2. Sikander Ali Qalati
3. Faisal Rana
4. Cai Li
5. Naveed Ahmed
6. Asadullah Khan

Citations in the corpus

• Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness (2020, result): “These results are consistent with previous studies (Pham et al. 2019; Zhang et al. 2018; Burucuoglu and Erdogan 2019).”