Influencing factors of consumers’ willingness to purchase green housing: a survey from Shandong Province, China

Green housing (GH) has been regarded as an effective and sustainable solution for alleviating the energy crisis and reducing environmental pressure in China, but currently, consumers rarely select GH when purchasing houses. This study aims to explore the influencing factors of consumers’ willingness to purchase GH in China. The research model was developed using the theory of planned behaviour (TPB) and norm activation theory (NAM), and it tested hypotheses using data from a questionnaire collected from 355 consumers in Shandong Province, China. Partial least squares structural equation model analysis showed that the testing of hypotheses was significant, in which personal norm and perceived behavioural control as direct influencing variables had a significant influence on consumers’ willingness to purchase GH. Therefore, GH purchase is driven by the comprehensive rational and moral factors of consumers. In addition, part of the mediating effect testing reveals that subjective norm indirectly influences personal norm through perceived behavioural control, and awareness of consequences indirectly influences personal norm through ascription of responsibility. In general, the integration of the structure of TPB and NAM, comprehensive self-interest (rational) and altruism (moral) aspects significantly improve the prediction capability of the theoretical framework. Results show the influence of the consumer to GH purchase willingness with regard to internal psychological factors, design and implementation of related policies and measures for the government to provide a frame of reference.