Green Home Buying Intention of Malaysian Millennials: An Extension of Theory of Planned Behaviour

Abstract

The empirical study aimed to examine the factors affecting green home buying intention in Malaysia. The study adopted the popular theory of individual decision-making, the theory of planned behaviour, but extended it with a few new variables to get better predictability. Based on the cross-sectional survey method and quota sampling technique, the instrument-like questionnaire was distributed to the potential buyers who had the intention to buy a home. Data were collected from 741 potential buyers who are young Malaysian students. Collected data were analysed using partial least squares (PLS) modelling (SmartPLS 3.0) in order to measure the strength of the independent variable effects on the dependent variable. The results indicate that attitude, perceived behavioural control subjective norms, perceived value, reasonable pricing and green building knowledge had a positive and significant effect on green home buying intention, with attitude showing the highest effect; the only exception is an environmental concern. This study also validated the theory of planned behaviour (TPB), which provides important insight for the firms involved with the housing development industry for their future business strategy.