What affects the “house-for-pension” scheme consumption behavior of land-lost farmers in China?

Abstract

Rapid industrialization and urbanization have resulted in a significant number of land-lost farmers in China. With the intensification of land expropriation and demolition, the problems of the “house-for-pension” scheme for land-lost farmers and housing security are also becoming increasingly serious. Based on the theory of planed behaviour, this study builds the consumption behaviour model of the “house-for-pension” scheme for land-lost farmers via questionnaire and survey methodology to deeply explore the key factors of lost-land farmers’ expense intention on housing, and the hypotheses are verified by a structural equation modelling. The results show that the variables of attitude toward behaviour and subjective norms have a significant positive correlation with consumer intentions. At the same time, perceived price values, location preferences, perceived living environment, supporting service perception and perceived current house arrangement exist separately from attitude toward behaviour for individual behaviours. However, there is no positive correlation between perceptual behaviour control and consumer intentions, which contradicts the initial hypothesis of the study. This article explains that housing is the carrier of human life and maintains a heavy weight in daily life. Decisions cannot be made by individuals alone but by the entire family. The results reveal suggestions for enterprises, governmental and nongovernmental organizations, including improving the overall evaluation of consumers from the multiattribute dimension of products, using norms to tap potential customers, and actively developing the industrial chain of retirement. The findings of this study can provide references for enterprises, governmental and nongovernmental organizations to formulate suitable housing products and public policies for elderly land-lost farmers.