Exploring influences shaping university students’ attitudes toward green buildings

Abstract

Purpose This study aims to investigate university students’ awareness of green residences and the factors influencing their willingness to pay for living in such accommodations. Design/methodology/approach This mixed-methods research involved 493 participants from Louisiana State University, USA. Data were collected through a survey questionnaire distributed via departmental and collegiate administrators. Both descriptive and inferential statistical tools were used to analyze the data. Findings Moderate familiarity with green building concepts, alongside a high degree of interest in residing in a green building prevailed among participants. A substantial majority of the students, 79.8%, excluding homeowners (n = 63), would consider investing at least double their current rent. Influencing factors encompassed peer influence, alignment with personal values, proximity to campus, energy efficiency, cost savings, sustainable materials, a reduced environmental impact and comfort. Despite initial concerns about high costs, optimism was expressed concerning the normalization of green buildings in university housing in the future. Practical implications The findings are beneficial to housing administrators and real estate developers when applied to other university communities, guiding them in marketing strategies for sustainability initiatives. Originality/value The survey instrument served as a primer on green building literacy while also eliciting nuanced responses from participants. Questions regarding financial considerations offer unique insights for decision-makers, and the study design lays the foundation for future comprehensive investigations in this relatively underexplored area.