Buyer’s Attitude Influence towards Neighbourhood, Safety and Health, and Environment on Intention to Purchase Green Housing

Abstract

Emerging green residential housing integrates unique attributes that have evolved from the broader concept of environmentally friendly products. Three of those attributes are green neighbourhood, safety and health, and environment. When a new green concept is introduced to the market, it may not be immediately embraced by housing buyers. Their reactions of either positive or negative will reveal their inclination toward or against the novel idea. This research holds great significance in shedding light on the gap between attitudes and behaviours among house buyers, particularly as the real estate and property industry expands with the introduction of new green concepts. The main objective of this research is to determine the influence of buyer’s attitude towards neighbourhood, safety and health, and environment to their intention to purchase green housing. The research methodology employed a quantitative survey approach, where 388 house buyers participated by completing questionnaires either through face-to-face self-administration or via online platforms such as the Internet or WhatsApp. Based on the analysis using the Spearman Coefficient Correlation (rho, α), it was found that overall, the attitude toward the environment is the sole factor influencing the intention of buyers to purchase green residential housing. The strength of the relationship between attitude and intention to purchase green residential housing is robust and statistically significant. However, when it comes to other attributes such as the green features of the neighbourhood, safety and health, they exhibit weaker connections with purchase intention and lack statistical significance. In simpler terms, people really care about the environment when deciding to buy a green home, but other factors don’t carry as much weight in their decision-making process. This research provides valuable insights for green housing developers and policymakers, helping them understand market purchase behaviour and identify areas that can be incorporated to enhance green residential housing.