Practicing Green Residence Business Model Based on TPB Perspective

Abstract

Green residence is the future of urban development, it is also an attempt to implement the green business model in the residential business field. The key to the success of a green business model is that a wide range of customers can accept its green value proposition and react to it through their purchase decisions. This study aims to develop a theory of a planned behavior (TPB) research model to predict individuals’ intention to purchase green residence. This study took steel structure residence as an example, which was widely recognized as one emerging type of green residence. The samples were selected in Baotou city of Inner Mongolia, P.R. China. Data analysis was performed using the structural equation modeling (SEM) with data obtained from a survey of 208 respondents using SPSS19.0 and AMOS17.0. The results found that the individuals’ intention to purchase green residence was significantly affected by attitude, subjective norm, and perceived behavioral control. Moreover, the empirical evidence showed that these influences differed between different gender groups. Specifically, women responders had a stronger effect on the path attitude impact on purchase intention than men. These findings can provide implications for practicing the green business model of real estate enterprise.

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“…Particularly, the TPB is an appropriate model to use in eco-friendly research. Wu et al [51] discovered that the TPB model helped to understand how consumers come to the decision to purchase green residences in China. Moreover, in the context of green restaurants, Moon [49] used the TPB model successfully to research the reasoning behind consumers choosing green restaurants in Korea.…”

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A systematic review on halal cosmetic consumption: application of theory method context – attributes decision outcome framework

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