In the last few years sustainability has become one of the most critical social issues. Consumers have become increasingly aware that their consumption behaviour has a negative impact on the environment, which has increased their willingness to buy sustainable products. Nevertheless, the demand for sustainable housing has not developed as rapidly as other areas. Against this background, the present study examines the understanding of potential homebuyers and the psychological factors that influence their purchase intention for sustainable housing.
Based on literature research, a survey was developed and N = 325 potential homebuyers participated. Using the theory of planned behaviour (TPB), the data are evaluated using confirmatory factor analysis (CFA) and a hierarchical regression analysis including environmental awareness as moderator.
The results of the study show that attitudes towards the behaviour, subjective norm and perceived behavioural control have a significant and positive effect on the intention to purchase sustainable housing. In addition, the relationship between attitudes towards the behaviour and purchase intention of sustainable housing is affected by environmental awareness.
The study offers empirical results on the moderating role of environmental awareness for the purchase intention of sustainable housing in Germany.
