Investigating Young Consumers’ Purchasing Intention of Green Housing in China

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...

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Main Authors: Lin Zhang, Liwen Chen, Zezhou Wu, Sizhen Zhang, Huanbin Song
Format: Article
Language:English
Published: MDPI AG 2018-04-01
Series:Sustainability
Subjects:
Online Access:http://www.mdpi.com/2071-1050/10/4/1044
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spelling doaj-119be51404f6405ab0342c3a4dfc95962020-11-24T23:29:17ZengMDPI AGSustainability2071-10502018-04-01104104410.3390/su10041044su10041044Investigating Young Consumers’ Purchasing Intention of Green Housing in ChinaLin Zhang0Liwen Chen1Zezhou Wu2Sizhen Zhang3Huanbin Song4School of Economics and Management, Hebei University of Technology, 5340 Xiping Road, Beichen District, Tianjin 300401, ChinaSchool of Economics and Management, Hebei University of Technology, 5340 Xiping Road, Beichen District, Tianjin 300401, ChinaDepartment of Construction Management and Real Estate, Shenzhen University, Shenzhen 518060, ChinaSchool of Management Engineering, Shandong Jianzhu University, 1000 Fengming Road, Licheng District, Jinan 250101, ChinaSchool of Management Engineering, Shandong Jianzhu University, 1000 Fengming Road, Licheng District, Jinan 250101, ChinaThe 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.http://www.mdpi.com/2071-1050/10/4/1044sustainable consumerismgreen housingenvironmental concerntheory of planned behavioryoung consumerspurchasing intention
collection DOAJ
language English
format Article
sources DOAJ
author Lin Zhang
Liwen Chen
Zezhou Wu
Sizhen Zhang
Huanbin Song
spellingShingle Lin Zhang
Liwen Chen
Zezhou Wu
Sizhen Zhang
Huanbin Song
Investigating Young Consumers’ Purchasing Intention of Green Housing in China
Sustainability
sustainable consumerism
green housing
environmental concern
theory of planned behavior
young consumers
purchasing intention
author_facet Lin Zhang
Liwen Chen
Zezhou Wu
Sizhen Zhang
Huanbin Song
author_sort Lin Zhang
title Investigating Young Consumers’ Purchasing Intention of Green Housing in China
title_short Investigating Young Consumers’ Purchasing Intention of Green Housing in China
title_full Investigating Young Consumers’ Purchasing Intention of Green Housing in China
title_fullStr Investigating Young Consumers’ Purchasing Intention of Green Housing in China
title_full_unstemmed Investigating Young Consumers’ Purchasing Intention of Green Housing in China
title_sort investigating young consumers’ purchasing intention of green housing in china
publisher MDPI AG
series Sustainability
issn 2071-1050
publishDate 2018-04-01
description 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.
topic sustainable consumerism
green housing
environmental concern
theory of planned behavior
young consumers
purchasing intention
url http://www.mdpi.com/2071-1050/10/4/1044
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AT zezhouwu investigatingyoungconsumerspurchasingintentionofgreenhousinginchina
AT sizhenzhang investigatingyoungconsumerspurchasingintentionofgreenhousinginchina
AT huanbinsong investigatingyoungconsumerspurchasingintentionofgreenhousinginchina
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