The role of psychological factors in influencing consumer purchase intention towards green residential building

Purpose - This study aims to investigate the role of psychological factor affecting Malaysian consumers’ purchase intention towards green residential buildings and to examine whether the purchase intention affects their willingness to pay for such buildings. Design/methodology/approach - In general, a total of 304 respondents participated in the survey of this study and they are from three states in Malaysia, namely, Penang, Selangor and Johor. The Statistical Package for the Social Sciences (SPSS) and partial least square structural equation modelling (PLS-SEM) analyses were performed on the latent variables. Findings - This study concludes that the main factors influencing consumer purchase intention towards green residential buildings include the attitude towards green residential buildings, the perceived moral obligation, the environmental concern, the perceived value, the perceived self-identity and the financial risk. These do not include subjective norms, perceived behavioural control, performance risk and psychological risk. Subsequently, the purchase intention was found to be an essential predictor of consumers’ willingness to pay for a green home in a green residential building. Research limitations/implications - Psychological factors are noteworthy determinants in assessing consumer purchase intention toward green residential building in Malaysia. Originality/value - Going green has become prevalent among Malaysian households, and it should be embraced for promoting green living such as purchasing a green home. This study is expected to provide insights to property developers in designing their marketing and promotion strategies. As for the government sector, the findings are important in view of the recent government blueprint focused on building a sustainable city in near future.