Drivers of Green Housing Purchase Intention and Behaviour: A Systematic Review and Integrated Marketing Framework (2021-2025)

Abstract

Green housing is increasingly viewed as a pathway for climate mitigation, energy efficiency and sustainable urban living, yet market adoption depends on whether favourable purchase intentions translate into actual behaviour. This article reviews studies on green housing purchase intention and behaviour published between 2021 and 2025. Guided by PRISMA 2020, the study combines thematic synthesis and bibliometric mapping to identify dominant theories, knowledge clusters and emerging determinants of green housing adoption. The review shows that the theory of planned behaviour remains the main theoretical foundation, but its explanatory power is limited in high-cost, high-risk and information-intensive housing markets. Recent studies therefore extend behavioural models by incorporating perceived value, technology acceptance, signalling, trust and institutional-market conditions. The review positions the intention-behaviour gap as a central theoretical and managerial problem in green housing marketing. It proposes an integrated framework that links psychological-social motivation, value-market evaluation, technology readiness, information signalling, consumer trust and institutional-market conditions. The framework offers testable propositions for future research and practical implications for policy, real estate development and marketing, particularly in relation to trust-building, certification credibility, affordability signals and consumer-facing green value propositions.

View PDF – https://doi.org/10.53383/100428

Keywords

Green housing, Purchase intention, Purchase behaviour, Intention-behaviour gap, Real estate marketing