Investigating Young Consumers’ Purchasing Intention of Green Housing in 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.

Consumer Purchase Behavior of Eco-Fashion Clothes As a Trend to Reduce Clothing Waste

“…It was consistent with Maloney and Lee [26] and Tu and Hu [36] that showed the most significant factor on purchase intention is an attitude which was followed by the perceived behavioural control and then subjective norms on the construct intention. Moreover, according to qualitative results, touching the clothes is the most important factor, particularly for women, which agrees well with the findings in extant studies [3,18,53]. Subjective knowledge was affirmed to have direct influence on the purchase intention of Eco-fashion clothes.…”

“…Consumers perform a particular behaviour if they have both the ability and confidence. Maloney and Lee [26] and Zhang and Chen [18] showed perceived behavioural control is positively associated with purchase intention for Eco-fashion clothes made of organic materials, though it has less influential factor on the purchase intention. In addition, Paul and Modi [4] found out that the attitude and perceived behavioural control influence purchase intention, while subjective norms do not have any effect.…”

“…Each category was included multi-choice questions with Likert scale questions from one means ‗strongly disagree' and five means ‗strongly agree'. Sustainable clothing disposal behaviour questions were adapted from [37] and measurement items for purchase behaviour were referred from [18,42,43]. Finally, demographic information of respondents was collected in terms of gender, age, income, and the occupation.…”

“…Several researchers have used TPB for understanding the purchase intention concerning environmental issues [17][18][19]. There are many factors which impact the motivation of the consumer to become involved in environmentalism behaviour [20].…”

Consumption-Intention Formation in Education for Sustainable Development: An Adapted Model Based on the Theory of Planned Behavior

“…Then, even though a general behavioral model, the TPB has proven suitable to explain sustainability-related types of behavior. Among others, the TPB was applied to explain general pro-environmental behavior [26] as well as specific intention formation in the fields of travel-mode choice [30], individual consumption [8,[31][32][33], and recycling behavior [34]. Last, the framework provides guidance for designing educational interventions [28] as it helps unravel the specific impact and interplay of the distinct determinants of a particular consumption intention.…”