IDEAS home Printed from https://ideas.repec.org/a/eme/ijhmap/ijhma-01-2023-0002.html
   My bibliography  Save this article

Young consumers' green marketing orientation: role of customer citizenship behaviour in determining real estate purchase intention in India

Author

Listed:
  • Jobin Jacob
  • Arun Antony Chully
  • Benny J. Godwin
  • Jossy P. George

Abstract

Purpose - The purpose of this paper is to assess green marketing as an influential factor in the purchase of real estate. In this study, the consumer citizenship behaviour of young individuals will be studied with an assessment of real estate purchase intention, strategic green marketing orientation (GMO) and tactical GMO. Design/methodology/approach - The sample frame consists of young consumers from India’s metropolitan cities. The respondents were in the range of 18 to 35 years of age. These cities provide a high standard of living, more career options and better educational opportunities. Five separate sections of a standardised questionnaire were used, and a structural equation model was used to assess a total of 393 valid replies. Findings - Green marketing impacts the behaviour that influences the desire of young customer to buy green real estate. Research limitations/implications - As the focus of this study is primarily on major cities, future research may study similar behaviour in non-metropolitan cities. The study can also be conducted among consumers of other age groups. Originality/value - The originality, to the best of the author’s knowledge, exists in examining how young consumers’ opinions about green marketing impact their intentions to purchase green houses and real estate in India. This study will be accessible to all parties involved in the housing and real estate industries.

Suggested Citation

  • Jobin Jacob & Arun Antony Chully & Benny J. Godwin & Jossy P. George, 2023. "Young consumers' green marketing orientation: role of customer citizenship behaviour in determining real estate purchase intention in India," International Journal of Housing Markets and Analysis, Emerald Group Publishing Limited, vol. 17(4), pages 1086-1103, April.
    • Handle: RePEc:eme:ijhmap:ijhma-01-2023-0002
    DOI: 10.1108/IJHMA-01-2023-0002
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/IJHMA-01-2023-0002/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://www.emerald.com/insight/content/doi/10.1108/IJHMA-01-2023-0002/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers
    File URL: https://libkey.io/10.1108/IJHMA-01-2023-0002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:ijhmap:ijhma-01-2023-0002. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.