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Investigating Young Consumers’ Purchasing Intention of Green Housing in China

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  • Lin Zhang

    (School of Economics and Management, Hebei University of Technology, 5340 Xiping Road, Beichen District, Tianjin 300401, China
    School of Management Engineering, Shandong Jianzhu University, 1000 Fengming Road, Licheng District, Jinan 250101, China)

  • Liwen Chen

    (School of Economics and Management, Hebei University of Technology, 5340 Xiping Road, Beichen District, Tianjin 300401, China)

  • Zezhou Wu

    (Department of Construction Management and Real Estate, Shenzhen University, Shenzhen 518060, China)

  • Sizhen Zhang

    (School of Management Engineering, Shandong Jianzhu University, 1000 Fengming Road, Licheng District, Jinan 250101, China)

  • Huanbin Song

    (School of Management Engineering, Shandong Jianzhu University, 1000 Fengming Road, Licheng District, Jinan 250101, China)

Abstract

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.

Suggested Citation

  • Lin Zhang & Liwen Chen & Zezhou Wu & Sizhen Zhang & Huanbin Song, 2018. "Investigating Young Consumers’ Purchasing Intention of Green Housing in China," Sustainability, MDPI, vol. 10(4), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:4:p:1044-:d:139183
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