Application of Social Cognitive Theory on the Motivations and Expectations of Developers’ and Investors’ to Commit to Green Building Construction and Supply

Abstract

While Social cognitive theory has received wide applications in the health communication and education, it has gained little attention in green building market despites its relevance and applicability. The study builds upon social cognitive theory major attributes such as intention, forethought, motivation and expectation to conceptualize a motivation and expectation model for commitment of developers and investors to green building construction and supply. Based on the conceptualized model we infer that motivational expectations of developers and investors in green building construction and supply are rooted in the quest for profit maximization, financial viability of green construction, expected rate of return, monetary incentives, green certification and awards, public image, social and ethical responsibility. However, it is predicted that the nature and strength of relationships among some of these factors will be moderated by available green building skills.