Sustainable Living in Cambodia: What Influences the Purchase Intentions for Green Buildings in Khmer Green Village, Siem Reap in the Post-Covid 19?
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Purpose: This study investigates the factors influencing purchase intention for green buildings among clients and visitors of Borei Angkor Landmark in the post-covid 19. Specifically, the study tests whether attitude, subjective norms, perceived behavior control, perceived value, environmental concerns, social sustainability, economic sustainability, locational attributes, developer brand, and structural attributes of housing significantly impact purchase intention. Research design, data, and methodology: The study applies a quantitative method to survey 515 participants. Confirmatory Factor Analysis (CFA) was conducted post-data collection to ensure the robustness and reliability of the measurement model. Using Structural Equation Modeling (SEM), the research examines twelve hypotheses related to various determinants of purchase intention. Results: The results reveal that attitudes toward green buildings, subjective norms, perceived behavior control, social sustainability, and economic sustainability significantly and positively affect purchase intention. In contrast, perceived value, environmental concerns, locational attributes, developer brand, and structural attributes of housing do not significantly impact purchase intention. Furthermore, perceived risk has a negative relationship with purchase intention. Finally, purchase intention is found to have a strong positive effect on willingness to pay. Conclusions: The study provides actionable insights for stakeholders in the real estate and sustainability sectors, emphasizing the need for targeted strategies to enhance consumer engagement and willingness to pay for green building features.
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