Exploring Residents’ Purchase Intention of Green Housings in China: An Extended Perspective of Perceived Value

Abstract

The promotion of green housings (GHs) is considered a potentially effective way to save energy, reduce air pollution, and promote industrial upgrading. However, the low level of public acceptance of GHs leads to insufficient GH market penetration in China. Thus, it is significant to explore GH purchase decisions to understand and enhance the market demand for GHs effectively. From an extended perspective of perceived value, this study proposes a comprehensive research model that integrates residents’ perceptions and personal traits to examine the influencing mechanism of residents’ intention to purchase GHs. The proposed model is empirically tested using data collected from 728 urban residents in China. The results reveal that perceived value is a crucial predictor of GH purchase intention. All dimensions of perceived benefits—including perceived functional benefits, perceived emotional benefits, perceived green benefits, and perceived social benefits—have a positive influence on perceived value, while perceived performance risks have a negative influence on perceived value. Two types of personal traits, namely, environmental concern and social trust, significantly affect residents’ perceived benefits and perceived risks. The findings contribute to a more in-depth analysis of the effects of residents’ perceptions and personal traits on GH purchase behavior. Furthermore, suggestions for policymakers and developers on popularizing GHs are proposed.

Can Housing Assets Affect the Chinese Residents’ Willingness to Pay for Green Housing?

“…Egoistic and ecological values showed partial mediation between perceived benefits and willingness to pay for both framing contexts. Zhao and Chen (2021) found that perceived value is a crucial predictor of green housing purchase intention. Huang (2014) used the structural equation model to systematically study the willingness of consumers to pay for green housing, and through questionnaire surveys, it was found that factors such as consumer economy, social status, consumer expectations, consumer perception, external stimuli, and other factors have significant impacts on willingness to pay.…”

Factores de riesgo y beneficio percibidos en la intención de compra de consumidores de la movilidad colaborativa

“…Los consumidores que compraron estas viviendas fueron reconocidos y aceptados socialmente, dándole una imagen positiva a sus personas. Por lo tanto, se puede afirmar que el beneficio social tiene una relación positiva con la intención de compra (Gan y Wang, 2017;Liu, 2021;Vijaranakorn y Shannon, 2017;Zhao y Chen, 2021).…”

How generativity affects organic dining intention: Case study of Shanghai

“…Environmental concerns may be defined as the extent to which individual are aware of environmental challenges and exert efforts to find solutions ( Jiang and Kim, 2015 ). According to Zhao and Chen (2021) research on the green housing setting, consumers with higher environmental concerns would focus on environmental performance of a product. As a result, his concern rises for environmental acts, such as green buying intentions ( Bouscasse et al, 2018 ).…”