Young consumers' green marketing orientation: role of customer citizenship behaviour in determining real estate purchase intention in India

Abstract

Purpose The purpose of this paper is to assess green marketing as an influential factor in the purchase of real estate. In this study, the consumer citizenship behaviour of young individuals will be studied with an assessment of real estate purchase intention, strategic green marketing orientation (GMO) and tactical GMO. Design/methodology/approach The sample frame consists of young consumers from India’s metropolitan cities. The respondents were in the range of 18 to 35 years of age. These cities provide a high standard of living, more career options and better educational opportunities. Five separate sections of a standardised questionnaire were used, and a structural equation model was used to assess a total of 393 valid replies. Findings Green marketing impacts the behaviour that influences the desire of young customer to buy green real estate. Research limitations/implications As the focus of this study is primarily on major cities, future research may study similar behaviour in non-metropolitan cities. The study can also be conducted among consumers of other age groups. Originality/value The originality, to the best of the author’s knowledge, exists in examining how young consumers’ opinions about green marketing impact their intentions to purchase green houses and real estate in India. This study will be accessible to all parties involved in the housing and real estate industries.

Does individuals' age matter? A comparative study of generation X and generation Y on green housing purchase intention

“…It is a rising idea in the construction industry that aims to promote environmental sustainability (Zahan et al, 2020). The concept of "green real estate" covers many activities that emphasize all eco-friendly relationships throughout the project cycle, such as project design, operation, manufacturing, maintenance, decoration and services (Jacob et al, 2023). They also found that in Indian residential real estate, companies focus on maintaining sustainable features, which include green building products, energy-efficient applications and solar panels, and encourage them with the help of green marketing campaigns.…”

“…Health Organization (WHO), over 80% of persons in urban regions still reside in air-polluted areas (Jacob et al, 2023). Therefore, the need for eco-friendly housing arises as it contributes to environmental preservation and offers health and community benefits to homeowners and society.…”

“…Prior research on green housing mainly focused on young adults' experience using chatbots in green housing (James et al, 2023), green building housing products (Huang, 2022) and real estate investment decisions (Kabir et al, 2023). Despite this, Jacob et al (2023) found a need to clarify the factors influencing purchasing and promoting green homes. Only a few research studies have examined potential individuals' behavior toward green housing purchases in India.…”

“…Accordingly, the current research offers several significant contributions to the green housing literature. Firstly, the authors contribute to the previous literature by answering Jacob et al (2023) call for more research on the individual's preferences for eco-friendly features that transform into actual behavior in real estate. Thus, the authors conducted their study by examining the effect of various factors (attitude, environmental knowledge, green trust, and perceived risk) on green purchase intention.…”

“…He also reveals that in the earliest times, genius loci were perceived as the tangible reality encountered by humans in their daily lives. However, in recent times, the Indian real estate sector has stood out as a major contributor to greenhouse gas emissions, highlighting the increasing necessity for awareness about the environmental impact of unsustainable practices (Jacob et al, 2023). This can also help better understand the complicated environmental problems of the present time (Norberg-Schulz, 1983).…”