Examining the Young Consumer Purchase Intention of Eco-Friendly Home: Insight from Indonesian

Abstract

The main target of eco-friendly homes is reducing and eliminating its negative environmental impact by improving the design and construction. Among young consumers, ecofriendly homes are the best solution to preventing continuous environmental damage. However, young consumers have many background factors that come into play when deciding to purchase an eco-friendly home that are internal and external. The empirical findings from the previous research demonstrated that the environmental knowledge and culture values affected the consumer in terms of their green purchase behavioural intention as in the extended Theory of Planned Behaviour (TPB) determinant. The objective of this study is to investigate whether the environmental knowledge and cultural values of the young buyers' affects their purchase intention when it comes to an ecofriendly home. Using a quantitative approach and survey design by distributing a questionnaire, the respondents for this study were made up of 200 prospective young buyers within the eco-friendly home development concept in Malang and Surabaya. This study found that environmental knowledge positively influenced young consumer purchase intention as well as the culture value variable. Overall, the results provide empirical evidence on the importance of environmental knowledge and the culture value for young consumers when related to their eco-friendly home purchase intention. Therefore, the stakeholders of eco-friendly home development should more aware of and seek to improve young consumer knowledge and the culture value when focused toward the ecofriendly home concept in order to succeed at sustainable development.