Effects of consumer perception, attitude, and purchase intention on the willingness to pay for green building housing products

The popularity of green building housing products as a mainstream environmentally friendly product has risen remarkably. But, are consumers in general receptive to this product? Are they willing to pay (WTP) more for it? Do consumers have consistent perceptions, attitudes, purchase intentions, and WTP? This paper is based on a questionnaire to house buyers in Kaohsiung City, Taiwan’s third-largest city by population. The data were analyzed via structural equation modeling. The results revealed that consumers’ perception and attitude toward green building housing products affect their purchase intention, and purchase intention affects WTP. Secondly, attitude also directly affects the WTP, which is also indirectly impacted by attitude through the mediating effect of purchase intention. It shows that the gap between the attitude and WTP of consumers in the consumption decision of green building housing products has been reduced. This result is related to the increasing education, promotion, and marketing of green building housing products, and a consistent consumption decision has gradually formed. In terms of the managerial implications, further education and public awareness messages should be used to narrow the consumption decision gap. Moreover, the importance of the health benefits of green building housing products should be emphasized. Furthermore, green building transactions in the housing market should be more transparent so that consistency in consumer decision-making can be attained.