Leong, Weng Sum
(2025)
The impact of green consumption values on consumer attitudes and preferences for sustainable housing features in Singapore.
[Dissertation (University of Nottingham only)]
Abstract
This thesis investigates how Green Consumption Values (GCV) shape consumer preferences and adoption intentions for sustainable housing features in Singapore. Recognising housing as a high-cost, high-involvement decision, the study examines the psychological mechanisms and contextual factors that influence the translation of environmental values into behavioural intention. A conceptual framework grounded in an extended Theory of Planned Behaviour (TPB) guides the analysis, incorporating additional constructs such as attitudes, perceived knowledge, symbolic value, willingness to pay (WTP), and perceived economic barriers.
Using cross-sectional survey data from 154 respondents, the study tested eight hypotheses and two exploratory analyses through regression, mediation, and moderation analyses. Findings confirmed that GCV are a strong predictor of preferences for environmentally friendly housing features, such as renewable energy systems, water-saving systems, rooftop gardens, and centralised cooling systems. Attitudes, knowledge, and WTP emerged as key mediators, while subjective norms and perceived behavioural control – core elements of TPB – played a limited role. Additionally, an inverse moderation effect of WTP on symbolic value suggests that as financial commitment increases, consumers are driven more by functional than symbolic motivations.
The study contributes to sustainability literature by positioning GCV as a critical antecedent of pro-environmental housing choices and demonstrating how psychological and economic factors mediate or shape this relationship. Practical implications are offered for policymakers, developers, and educators, including targeted subsidies, value-based marketing strategies, and sustainability education. Although the study is limited by its cross-sectional design and relatively homogenous sample, it provides a context-specific framework for advancing sustainable housing adoption in Singapore. It highlights the importance of integrating behavioural insights into policy and planning to close the value–action gap in sustainable development.
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