Development of Green Housing Willingness to Pay Conceptual Model on Jabodetabek Community

The need for housing Indonesian people is increasing yearly due to the high population growth rate. This fact can gradually trigger global warming. There a intervention in residential sector minimize resulting negative impacts by developing green building concept. study uses an extended Theory of Planned Behavior identify factors influencing purchase intention and willingness pay (GH) Jabodetabek community. collected 347 valid responses through survey with purposive sampling method used structural equation modeling test hypotheses. raised this are attitudes, perceived behavioral control, subjective norms, environmental concern, knowledge, policy, risks, communication, intentions (GPI), (WTP). research proves that attitude, knowledge significantly directly affect GPI. Meanwhile, environ­mental concerns also indirectly significant influence between GPI WTP GH Perceived risk has impact on Additionally, developers employ strategy combines concern design programs address consumers' cognitive affective aspects. government play role promoting use incentives related construction.