The millennial generation purchase intention toward green residential building

Millennial homebuyers are influenced by a number of internal and external factors in their decision to buy a green residential building. Empirical findings from previous studies indicate that environmental knowledge and attitudes affect consumer behavioral intention in purchasing environmentally-friendly products. Thus, this study aimed at finding out whether the millennial generation‘s environmental knowledge influences their purchase intentions mediated by attitudes toward green residential buildings. A quantitative approach was employed using survey design by distributing questionnaires to 250 prospective millennial generation buyers residing in Surabaya and Malang. It was found that environmental knowledge positively shared with attitude influences the purchase intention of a green building. Furthermore, the results of the analysis show that attitude is a partial mediating factor of environmental knowledge. Overall, this study provides empirical evidence that attitude toward green residential buildings had less effect on millennial generation compared to environmental knowledge on purchase intention. This demonstrates that the millennial generation has not gained positive benefits from a green residential building.