What is it about?
Green living is proposed as a solution to reduce the environmental impact of home construction. This research investigates how green brand positioning and perceived financial risk affect the purchase intentions for green residential properties, with environmental attitudes serving as a mediating factor.
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Why is it important?
Research on green living remains limited in Indonesia due to insufficient understanding and low environmental awareness. It is imperative to address this issue to foster a deeper understanding of green concepts and promote environmentally conscious behavior on a wider scale.
Perspectives
Consumer priorities lie in the functional and emotional attributes of the green homes they purchase, while environmental consciousness needs to be heightened. However, investing in green living often entails bearing higher costs, thus creating financial constraints on consumers. This condition also calls for ongoing education and advocacy initiatives to bolster consumer awareness of green living practices, fostering consumer environmental awareness and active participation in efforts to reduce greenhouse gas emissions.
Anastasia Njo
Universitas Kristen Petra
Read the Original
This page is a summary of: The green effect: how brand positioning fuels sustainable purchasing, Property Management, December 2024, Emerald,
DOI: 10.1108/pm-07-2024-0068.
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