Exploring Psychological Factors in Influencing Customers' Purchase Intention Towards Green Residential Buildings in Malaysia
Nowadays, green residential building is known to preserve all nature from destruction by human activities. Consumers' unsustainable usage patterns are contributing to environmental degradation, which is hindering sustainable development. However, there are several factors that contribute to the lack of awareness among customers in understanding and accepting green technologies in residential buildings. So, this quantitative study aimed to examine the determinants of psychological factors in influencing the customers' purchase intention towards green residential buildings in Pulau Pinang. The study explored several factors such as consumer purchase intention, attitude, environmental concern, financial risk and perceived value towards green residential buildings. By investigating these factors, the researcher will know the most significant factor contributing to consumer purchase intention. A total of 109 respondents, which are students and staff from civil engineering UiTM Permatang Pauh, Pulau Pinang, participated in this study. SPSS version 22 was used for statistical analysis. In order to simplify and characterize the data, descriptive methods were applied. Descriptive statistics and correlation testing were used in the final analysis. The findings found that attitude, environmental concern, financial risk and perceived value had indicated a strong positive correlation in which all hypotheses were accepted. This result will be tremendously useful in the development of theory for researchers with the extended perspective theory of planned behaviour to explore purchase intention towards green residential buildings, especially in Malaysia. Hence, housing developers should design strategies and develop green products to meet the consumer consumption. Last but not least, green businesses better understanding of the customers' characteristics and the factors influencing the purchasing of green residential buildings in Malaysia.
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