Green Home Buying Intention of Malaysian Millennials: An Extension of Theory of Planned Behaviour

The empirical study aimed to examine the factors affecting green home buying intention in Malaysia. adopted popular theory of individual decision-making, planned behaviour, but extended it with a few new variables get better predictability. Based on cross-sectional survey method and quota sampling technique, instrument-like questionnaire was distributed potential buyers who had buy home. Data were collected from 741 are young Malaysian students. Collected data analysed using partial least squares (PLS) modelling (SmartPLS 3.0) order measure strength independent variable effects dependent variable. results indicate that attitude, perceived behavioural control subjective norms, value, reasonable pricing building knowledge positive significant effect intention, attitude showing highest effect; only exception is an environmental concern. This also validated behaviour (TPB), which provides important insight for firms involved housing development industry their future business strategy.