How Homebuyers’ Cognition and Affect Shape Their Attitude on Green Buildings

Abstract

Public acceptance from both developers and homebuyers marks the final milestone in the literature of global green building movement. Despite substantial growth in green building development led by developers, homebuyers’ willingness to pay (WTP) remains low. The WTP reflects public acceptance; however, the mechanisms shaping WTP are not yet well understood. This knowledge gap limits broader adoption of green buildings and hinders the progression of the movement. This study examines homebuyers’ attitude toward green building by analyzing cognitive and affective factors and their relationships that influence WTP. The study uses the ABC attitude model (affect, behavior, and cognition) to establish the complex mechanisms shaping homebuyers’ shopping behaviors. The results indicate green experience as the strongest determinant of WTP, followed by green knowledge, perceived benefits, and perceived risks -- all of which are cognitive factors. Affective factors, such as trust, act as moderators within the relationships, with trust enhancing the impact of cognitive factors on WTP. The results identifies four direct and three indirect pathways through which homebuyers’ cognition shapes WTP. Especially, green knowledge works as a strong mediator of green experience with other cognitive determinants. The deeper understanding of the determinants and pathways, combined with the effort of trust in green building practices, explains the low public acceptance among homebuyers. The findings contribute to the literature of the green building movement provide practical guidance for industry stakeholders seeking to improve public acceptance and accelerate the growth of the green building sector.

Keywords: green buildings, ABC attitude model, willingness to pay