Factors Affecting the Green Housing Purchasing

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each independent construct of the hypothesized model with corresponding % variance, % cumulative variance, and Cronbach alpha. However, the only one dependent construct of intention to purchase green housing (IP) measured with 3 items was verified for its reliability and convergence within the same trait. Cronbach alpha for this reliability measure is .903 and % cumulative variance is 76.7. 6
Table 1. Factor loading, % variance, cumulative % variance and Cronbach alpha Factor Loading % Variance Cumulative %Variance Cronbach Alpha 1. Economic factors 12.293 12.293 0.893 I am willing to pay more for products with less contamination to the environment. 0.901 I am willing to pay more for products with environmental friendly production process. 0.820 I am willing to pay more tax which will be used to protect the environment. 0.668 I am willing to pay a premium for the green housing. 0.615 2. Subjective norm 11.063 23.357 0.895 My family thinks that I should buy a green housing. 0.820 My family would want me to buy a green housing 0.778 My family agrees with me to buy the green housing. 0.630 My family thinks that buying a green housing is a wise decision. 0.604 3. Government role 10.596 33.952 0.824 I think that the government should help and support research and development on green housing. 0.787 I think the government should have financial incentives on green housing either in the form of tax reduction or interest subsidizing. 0.709 I think the government should support data on green housing. 0.701 I think the government should set a law or regulations on green housing. 0.579 4. Environmentally conscious behavior 9.751 43.703 0.827 I am trying to reduce electricity consumption. 0.908 I am trying to reduce water consumption. 0.884 I am trying to recycle trashes within my household. 0.517 I will always choose to consume products that contributes the least contaminate to the environment. 0.399 5. Attitude toward behavior 9.488 53.191 0.808 Buying a green housing is a beneficial decision. 0.771 Buying a green housing is a good idea. 0.681 Buying a green housing is a wise decision. 0.675 Buying a green housing is an admired decision. 0.467 6. Perceived behavioral control 9.182 62.373 0.776 I have enough opportunity (easily access to the market) in making decision to buy a green housing. 0.717 I have enough time to make a decision to buy a green housing. 0.672 I have enough money to buy a green housing. 0.564 If I would like to buy a green housing, I have enough skill and knowledge about the green housing to make my own decision. 0.554 7
Page 1 and 2: Factors Affecting Green Housing Pur
Page 3 and 4: Han and Kim (2010) that subjective
Page 5: Figure 1. The proposed model and hy
Page 9 and 10: the work done by Kim and Han (2010)
Page 11: Paco, A.D., and Raposo, M., 2009. G

Factors Affecting the Green Housing Purchasing

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