Green Building Consumption Perception and Its Impact on Fitness Service Purchasing Intentions: An Extended Institutional Analysis and Development Decision-Making Model Analysis

Abstract

Green buildings play a pivotal role in advancing ecological civilization and promoting green, low-carbon development. Numerous studies have delved into the construction techniques, process attributes, economic benefits, risk management, and benefit assessments associated with green buildings. Concurrently, research on the profitability models, marketing strategies, and public purchasing intentions of commercial fitness clubs has also yielded extensive findings. Yet, there is a noticeable gap: limited research has investigated the nexus between green building development and consumers’ propensity to purchase fitness services from these commercial establishments. Building upon the foundation set by previous scholars and employing the Extended IAD Decision-Making Model, this study utilizes the PLS-SEM method to analyze collected questionnaire data. Through path analysis, we examine the relationships between variables. Our findings indicate that: (1) Positive perceptions of green building consumption bolster the purchasing intentions toward fitness services in commercial fitness clubs. (2) Perceived risk mediates the relationship between green building consumption perceptions and consumers’ fitness service purchasing intentions in commercial fitness clubs. (3) Environmental awareness enhances the correlation between green building consumption perceptions and the propensity to purchase services in these clubs. The goal of this research is to underscore the importance of green buildings both in environmental and economic contexts and to offer insights that can elevate the profitability of commercial fitness clubs.