Factors Affecting the Green Housing Purchasing

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4.2 Multiple Regression Analysis Factor scores of all 6 factors from Table 1, economic factors (EC), subjective norm (SN), government role (GR), environmentally conscious behavior (ECB), attitude toward behavior (ATB), and perceived behavioral control (PBC), were used as independent constructs and factor scores resulted from the 3 items measuring intention to purchase green housing (IP) was used as a dependent construct in finding a relationship within the hypothesized model in a subsequent process. The estimated regression equation is as follows. (7.5) ** (9.0) ** (6.6) ** (2.6) * (5.2) ** (7.6) ** Note: ** The coefficients are statistically significant at p ≤ 0.01. Where * The coefficient is statistically significant at p ≤ 0.05. IP = Intention to purchase green housing EF = Economic factors SN = Subjective norm GR = Government role ECB = Environmentally conscious behavior ATB = Attitude toward behavior PBC = Perceived behavior control Subjective norm seems to play an important part in predicting purchase intention of green housing while the environmentally conscious behavior has the least effect. This outcome is consistent with research result studied by Han et al. (2010) and Han and Kim (2010). The pressure from family members had higher influence on green housing purchase even more than an individual’s attitude itself. Though attitude towards buying behavior of an individual also has positive influence on purchase intension, the coefficient is lower (0.253) than the family attitude (0.423). Perceived behavioral control also has positive impact on green housing purchase (0.382) which is consistent to the study done by Chan and Lau (2002). This factor is the next important to subjective norm. If an individual recognizes his/her perceived resources and perceived opportunities there will be higher chance for him/her to reach the buying sources. Economic factors should be important (0.336) in most house buying. In such case, green housing should have higher price than a normal house, this finding should not be surprising since money is still important in making green housing purchase decision (0.320). On the other hand, support from the government, either in subsidies, tax exempt or available information certainly support an increase in environmentally friendly product consumption which is consistent to the study done by Haron et al. (2005, cited in Chen and Chai, 2010). Moreover, environmentally conscious behavior has positive impact on green housing purchase (0.116) though not as high as other factors. This finding is more encouraging than 8
the work done by Kim and Han (2010) where this kind of behavior did not affect consumers’ intention to stay in a green hotel. 5. Conclusion and Discussion Real estate industry can cause negative effects on environment from the first step of the development until the living period of consumers within the household. The daily living of real estate consumers can cause inefficient consumption of energy, therefore an idea of green housing where the process of housing development will be environmentally friendly is in trend in some countries such as U.S. and Australia. In Thailand this concept is not widely spread because developers are still uncertain about the demand for green housing. Moreover, a clear picture of this segment is still in doubt, including the consumer purchasing process and important factors affecting the green housing decision making. So, this study can help the developers understand more about those factors affecting customer decision process. Real estate developers can develop strategies based on six independent constructs to motivate Thai customers to buy more green housing. Since important people such as family members play an important part in an individual green housing purchase, then marketers can create good image to motivate all family members to recognize an importance of living in an environmentally friendly house which consumes energy efficiently and contaminate an environment the least. It probably leads to lessen the effect from the global warming too. By providing more information to target customers to have enough skill and knowledge about green housing, real estate developers can convince consumers that a purchase decision on green housing is not that difficult. In this study, an environmentally conscious behavior has the least effect on purchase intention, therefore other factors such as economic reasons and government motivation should be used to encourage consumers to purchase a green housing. The developers should keep track on the government support and rules that help promoting green housing consumption to gain competitive advantage in real estate industry. References Ajzen, I., 1985. From Intentions to Actions: A Theory of planned Behavior. In J. Kuhl & J. Beckman (Eds.), Action-control: From cognition to behavior. Heidelberg, Germany: Springer, pp. 11-39. Ajzen, I., 1991. The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, pp. 179-211. Ajzen, I., 2001. Attitudes. Annual Review of Psychology, 52, pp. 27-58. Ajzen, I., 2002. Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32, pp. 665-683. Ajzen, I., and Fishbein, M., 2004. The influence of attitudes on behavior. In Handbook of Attitudes and Attitude Change: Basic Principle. D. Albarracin, B. T. Johnson and M. P. Zanna (Eds.). Mahwah. NJ: Erlbaum, pp. 173-221. Chan, R.Y.K. and Lau, L.B.Y., 2002. Explaining Green Purchasing Behavior: A Cross- Cultural Study on American and Chinese Consumers. Journal of International Consumer Marketing, 14(2-3), pp. 9-40. 9
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