Using the theory of planned behaviour to predict intentions to purchase sustainable housing

Abstract

Homebuyers today are faced with a spectrum of choices when deciding to build a new home. However, encouraging more sustainable choices in housing and construction decisions has been challenging. In this paper, we apply the theory of planned behaviour (TPB) to investigate the factors predicting homebuyers’ intentions to purchase a dwelling with a sustainability certification. Three hundred and thirty Australian residents who had recently purchased property were recruited via an online panel provider. Attitudes, subjective norms, perceived behavioural control and green consumer identity each independently predicted higher intentions to purchase a sustainability-certified dwelling, and in combination accounted for 65% of the variance in intentions. Green consumer identity also significantly moderated the effect of subjective norms on intentions. In a separate analysis, the two strongest predictors of willingness to pay for a sustainability certification were familiarity with current sustainability certifications and subjective norms. Implications for theory and practice are discussed.