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Does individuals' age matter? A comparative study of generation X and generation Y on green housing purchase intention

Does individuals' age matter? A comparative study of generation X and generation Y on green... This comparative research examines the factors influencing individuals' purchase intention toward green housing. By examining these factors, this study provides fruitful insights into the purchase intentions and behaviors for greenhouses among individuals of different age groups in India.Design/methodology/approachData were gathered from Generation (Gen) X (313) and Generation (Gen) Y (297) using self-administered questionnaires. The “partial least squares structural equation modeling” was used to test the hypotheses.FindingsThe outcome shows that attitude and green trust substantially impact the green purchase intention of Gen X and Y. More specifically, environmental knowledge insignificantly influences the green purchase intention of Gen X while significantly influencing Gen Y. However, perceived risk insignificantly affects the purchase intention of both Gen X and Y. Consequently, green purchase intention substantially impacts the green purchase behavior in both studies.Research limitations/implicationsThis research focuses primarily on India; future research may be conducted in different geographical contexts. This study could also be extended to all age groups individuals.Practical implicationsThe findings of this article facilitate policymakers, real estate developers and professional bodies in formulating strategies for sustainable nations in the future.Originality/valueThe current article is the initial empirical attempt to examine the home-buying decisions of individuals in India. Moreover, the role of Generation X and Generation Y in green housing purchase decisions will provide fruitful insights into how different age groups impact the decision-making process of green housing. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Property Management Emerald Publishing

Does individuals' age matter? A comparative study of generation X and generation Y on green housing purchase intention

Kumar, Jitender; Rani, Vinki; Rani, Garima; Rani, Manju
Property Management , Volume 42 (4): 16 – Jul 22, 2024
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References (29)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-7472
DOI
10.1108/pm-08-2023-0081
Publisher site
See Article on Publisher Site

Abstract

This comparative research examines the factors influencing individuals' purchase intention toward green housing. By examining these factors, this study provides fruitful insights into the purchase intentions and behaviors for greenhouses among individuals of different age groups in India.Design/methodology/approachData were gathered from Generation (Gen) X (313) and Generation (Gen) Y (297) using self-administered questionnaires. The “partial least squares structural equation modeling” was used to test the hypotheses.FindingsThe outcome shows that attitude and green trust substantially impact the green purchase intention of Gen X and Y. More specifically, environmental knowledge insignificantly influences the green purchase intention of Gen X while significantly influencing Gen Y. However, perceived risk insignificantly affects the purchase intention of both Gen X and Y. Consequently, green purchase intention substantially impacts the green purchase behavior in both studies.Research limitations/implicationsThis research focuses primarily on India; future research may be conducted in different geographical contexts. This study could also be extended to all age groups individuals.Practical implicationsThe findings of this article facilitate policymakers, real estate developers and professional bodies in formulating strategies for sustainable nations in the future.Originality/valueThe current article is the initial empirical attempt to examine the home-buying decisions of individuals in India. Moreover, the role of Generation X and Generation Y in green housing purchase decisions will provide fruitful insights into how different age groups impact the decision-making process of green housing.

Journal

Property Management – Emerald Publishing

Published: Jul 22, 2024

Keywords: Green housing; Environmental knowledge; India; Green purchase intention; Green trust; Green purchase behavior

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