Tiny Houses have emerged as an attractive housing alternative due to their lower environmental impact, mobility and financial freedom. However, there is a gap in the literature about the factors influencing the intention to purchase these homes. This study explores these determinants through the theory of planned behavior (TPB), expanding it to include the role of environmental concerns and anticipated emotions.
A quantitative approach was developed to address the problem and research objectives. A questionnaire was distributed online, and a sample of 403 individuals was obtained. Using structural equation analysis, results indicate that attitude and perceived behavioral control positively impact purchase intention for Tiny Houses.
Counterintuitively, environmental concerns did not play a significant role, underlying the gap between environmental awareness and purchasing behavior. The study also integrates anticipated emotions as a moderating variable. The results suggest that positive anticipated emotions reduce the influence of subjective norms. In contrast, negative anticipated emotions intensify the impact of attitudes and perceived behavioral control on the purchase intention of these housing alternatives. These findings underscore the importance of incorporating emotional dimensions into consumer behavior models, such as TPB expansion in the context of sustainability.
This study fills a gap in the literature as it aims to understand the behavioral and environmental factors influencing the consumer’s intention to purchase a Tiny House. The study also offers practical guidance for marketers and policymakers aiming to adopt a sustainable rationale for housing solutions.
