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Influencing factors of consumers’ willingness to purchase green housing: a survey from Shandong Province, China

Author

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  • Peidong Sang

    (Shandong Jianzhu University)

  • Haona Yao

    (Shandong Jianzhu University)

  • Lin Zhang

    (Shandong Jianzhu University)

  • Sen Wang

    (City University of Hong Kong)

  • Yanjie Wang

    (Shandong Jianzhu University)

  • Jinjian Liu

    (Shandong Jianzhu University)

Abstract

Green housing (GH) has been regarded as an effective and sustainable solution for alleviating the energy crisis and reducing environmental pressure in China, but currently, consumers rarely select GH when purchasing houses. This study aims to explore the influencing factors of consumers’ willingness to purchase GH in China. The research model was developed using the theory of planned behaviour (TPB) and norm activation theory (NAM), and it tested hypotheses using data from a questionnaire collected from 355 consumers in Shandong Province, China. Partial least squares structural equation model analysis showed that the testing of hypotheses was significant, in which personal norm and perceived behavioural control as direct influencing variables had a significant influence on consumers’ willingness to purchase GH. Therefore, GH purchase is driven by the comprehensive rational and moral factors of consumers. In addition, part of the mediating effect testing reveals that subjective norm indirectly influences personal norm through perceived behavioural control, and awareness of consequences indirectly influences personal norm through ascription of responsibility. In general, the integration of the structure of TPB and NAM, comprehensive self-interest (rational) and altruism (moral) aspects significantly improve the prediction capability of the theoretical framework. Results show the influence of the consumer to GH purchase willingness with regard to internal psychological factors, design and implementation of related policies and measures for the government to provide a frame of reference.

Suggested Citation

  • Peidong Sang & Haona Yao & Lin Zhang & Sen Wang & Yanjie Wang & Jinjian Liu, 2020. "Influencing factors of consumers’ willingness to purchase green housing: a survey from Shandong Province, China," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(5), pages 4267-4287, June.
    • Handle: RePEc:spr:endesu:v:22:y:2020:i:5:d:10.1007_s10668-019-00383-8
    DOI: 10.1007/s10668-019-00383-8
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    2. Shiwen Zhao & Liwen Chen, 2021. "Exploring Residents’ Purchase Intention of Green Housings in China: An Extended Perspective of Perceived Value," IJERPH, MDPI, vol. 18(8), pages 1-19, April.
    3. Xia Cao & Tianjiao Zhao & Zeyu Xing, 2022. "How Do Government Policies Promote Green Housing Diffusion in China? A Complex Network Game Context," IJERPH, MDPI, vol. 19(4), pages 1-23, February.
    4. Peggy M. L. Ng & Cherry T. Y. Cheung & Kam Kong Lit & Calvin Wan & Ellesmere T. K. Choy, 2024. "Green consumption and sustainable development: The effects of perceived values and motivation types on green purchase intention," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 1024-1039, February.
    5. Ma, Yuan & Liu, Changshan, 2023. "Emotional or rational choice: The influence of individual personality on energy-saving behavior," Energy Economics, Elsevier, vol. 124(C).
    6. Paula Vicente & Catarina Marques & Elizabeth Reis, 2021. "Willingness to Pay for Environmental Quality: The Effects of Pro-Environmental Behavior, Perceived Behavior Control, Environmental Activism, and Educational Level," SAGE Open, , vol. 11(4), pages 21582440211, November.
    7. Magdalena Grębosz-Krawczyk & Agnieszka Zakrzewska-Bielawska & Sylwia Flaszewska, 2021. "From Words to Deeds: The Impact of Pro-Environmental Self-Identity on Green Energy Purchase Intention," Energies, MDPI, vol. 14(18), pages 1-17, September.

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