Factors Influencing Young Consumers' Purchase Intention of Green Housing in Malaysia

Yap, Foong Fatt (2023) Factors Influencing Young Consumers' Purchase Intention of Green Housing in Malaysia. Masters thesis, Tunku Abdul Rahman University of Management and Technology.

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Abstract

Due to the energy crisis, climate change, and other environmental degradations that foreshadow the impending challenges of the twenty-first century, green products are becoming more and more popular and accepted globally. Green housing (GH) is a new idea for environmental sustainability in the construction sector. However, this study aims to take into account Malaysia consumers' green buying intentions for GH through the implementation of an enhanced theory of planned behaviour (TPB). The structural equation modelling (SEM) method is used on a sample set of 205 valid replies from Klang Valley residents who are above 18 years old in order to investigate the hypotheses that have been put forth. Data collection was carried out for 14 days using a questionnaire. A total of 205 responses were collected and recorded. The data that was obtained were then being analysed using Statistical Package for the Social Sciences (SPSS). The findings of this research revealed that attitude, subjective norm, perceived behavioural control, government incentives and environmental concern all contribute to purchase intention. Perceived importance of green building design is also found to moderate the relationship between environmental concern and purchase intention. The results of this study can add to the body of knowledge about Malaysia consumers' intentions and actions while making green purchases, as well as help to promote GH, which can be strongly associated with environmental sustainability.