Fostering consumer green buying intention towards residential homes with green living concept through marketing activities

Residential property with a green living concept refers to housing development with environmentally friendly green features that range from design, construction and maintenance. Due to global warming, climate change, the greenhouse gas effect and the competitive property market, many property develo...

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Main Author:	Sivadasan, Rames
Format:	Thesis
Language:	English
Published:	2021
Subjects:	HF Commerce
Online Access:	http://eprints.utm.my/108068/1/RamesSivadasanPAHIBS2021.pdf.pdf
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id	my-utm-ep.108068
record_format	uketd_dc
spelling	my-utm-ep.1080682024-11-01T00:49:04Z Fostering consumer green buying intention towards residential homes with green living concept through marketing activities 2021 Sivadasan, Rames HF Commerce Residential property with a green living concept refers to housing development with environmentally friendly green features that range from design, construction and maintenance. Due to global warming, climate change, the greenhouse gas effect and the competitive property market, many property developers have opted to construct green property development to contribute to sustainable development. However, not many consumers intend to buy a home with the green living concept. Understanding consumers' green buying intention in the current competitive market becomes crucial to selling such property successfully. Thus, this research investigates the drivers of consumers' buying intention of properties with a green living concept. By employing the S-O-R theory, which can predict behavioural response when people are exposed to various stimuli, this research examines the effect of an environmental advertisement, green brand positioning, and environmental attitude towards consumers' buying intention towards housing with a green living concept. Moreover, this research also examines the moderating effect of willingness to pay more. Data were collected through a cross-sectional survey from Malaysian consumers. 370 usable questionnaires were analysed using the Partial Least Squares (SmartPLS 3.0) technique. The findings indicate that environmental advertisement and green brand positioning significantly affect consumers' environmental attitude and enhancing consumers' green buying intention. The findings of this research contribute to the understanding of housing developers' marketing policy and subsequently contribute to their market positioning strategy to attract green home buyers. It is suggested that green housing developers need to prioritize developing proper green positioning and environmental advertisement to positively change consumers' attitude towards housing with a green living concept. Nevertheless, willingness to pay more was found not to affect the relationship between environmental attitude and consumer's green buying intention. This result indicates that Malaysia's consumers are price-sensitive when considering purchasing residential property with a green living concept. Thus, housing developers need to price their houses reasonably. 2021 Thesis http://eprints.utm.my/108068/ http://eprints.utm.my/108068/1/RamesSivadasanPAHIBS2021.pdf.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:154253?site_name=GlobalView&query=Fostering+consumer+green+buying+intention+towards+residential+homes+with+green+living+concept+through+marketing+activities&queryType=vitalDismax phd doctoral Universiti Teknologi Malaysia International Business School
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HF Commerce
spellingShingle	HF Commerce Sivadasan, Rames Fostering consumer green buying intention towards residential homes with green living concept through marketing activities
description	Residential property with a green living concept refers to housing development with environmentally friendly green features that range from design, construction and maintenance. Due to global warming, climate change, the greenhouse gas effect and the competitive property market, many property developers have opted to construct green property development to contribute to sustainable development. However, not many consumers intend to buy a home with the green living concept. Understanding consumers' green buying intention in the current competitive market becomes crucial to selling such property successfully. Thus, this research investigates the drivers of consumers' buying intention of properties with a green living concept. By employing the S-O-R theory, which can predict behavioural response when people are exposed to various stimuli, this research examines the effect of an environmental advertisement, green brand positioning, and environmental attitude towards consumers' buying intention towards housing with a green living concept. Moreover, this research also examines the moderating effect of willingness to pay more. Data were collected through a cross-sectional survey from Malaysian consumers. 370 usable questionnaires were analysed using the Partial Least Squares (SmartPLS 3.0) technique. The findings indicate that environmental advertisement and green brand positioning significantly affect consumers' environmental attitude and enhancing consumers' green buying intention. The findings of this research contribute to the understanding of housing developers' marketing policy and subsequently contribute to their market positioning strategy to attract green home buyers. It is suggested that green housing developers need to prioritize developing proper green positioning and environmental advertisement to positively change consumers' attitude towards housing with a green living concept. Nevertheless, willingness to pay more was found not to affect the relationship between environmental attitude and consumer's green buying intention. This result indicates that Malaysia's consumers are price-sensitive when considering purchasing residential property with a green living concept. Thus, housing developers need to price their houses reasonably.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Sivadasan, Rames
author_facet	Sivadasan, Rames
author_sort	Sivadasan, Rames
title	Fostering consumer green buying intention towards residential homes with green living concept through marketing activities
title_short	Fostering consumer green buying intention towards residential homes with green living concept through marketing activities
title_full	Fostering consumer green buying intention towards residential homes with green living concept through marketing activities
title_fullStr	Fostering consumer green buying intention towards residential homes with green living concept through marketing activities
title_full_unstemmed	Fostering consumer green buying intention towards residential homes with green living concept through marketing activities
title_sort	fostering consumer green buying intention towards residential homes with green living concept through marketing activities
granting_institution	Universiti Teknologi Malaysia
granting_department	International Business School
publishDate	2021
url	http://eprints.utm.my/108068/1/RamesSivadasanPAHIBS2021.pdf.pdf
_version_	1818646933609119744

Fostering consumer green buying intention towards residential homes with green living concept through marketing activities

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