Unveiling the drivers of sustainable housing choices among millennials in emerging markets
Authors: R. Sharmila Devi , Perumandla Swamy , Bhattacharyya Som Sekhar 
Published: September 2024

Purpose
The purpose of this study is to explore the complex interplay between technology, personal norms and emotional factors in shaping the sustainable housing choices of millennials in emerging economies. It integrates the model of goal-directed behavior, technology acceptance model and norm activation model, incorporating both self-interest and prosocial motivations. Key adaptations involve replacing perceived behavioral control with financial self-efficacy and substituting hedonic motivation for anticipated positive emotions. Moreover, it introduces location as a practical anchor.

Design/methodology/approach
A quantitative, cross-sectional and descriptive research design was used in this study. Data were gathered from a sample of 610 millennial residential real estate investors across Indian smart cities. A multistage stratified sampling technique was used to ensure a representative sample. For data analysis, partial least squares structural equation modeling was used. The analysis focused on hypothesis testing to examine the relationships between the constructs of interest. Bootstrap t-values and effect sizes were used to assess the significance and magnitude of these relationships, respectively.

Findings
One of the key findings of this study was the establishment of significant positive relationships between awareness of consequences, ascription of responsibility and personal norms with behavioral intentions. This underscored the importance of personal ethical considerations in shaping intentions. Perceived usefulness and ease of use were found to significantly influence attitudes positively, highlighting the relevance of these factors in forming favorable attitudes toward behaviors. Attitude, subjective norms, financial self-efficacy and location played significant positive roles. However, negative anticipated emotions decreased desire. This illustrated the complex role emotions play in motivational processes. The study also revealed that subjective norms did not significantly contribute to shaping personal norms. This indicated a potential decoupling of societal expectations from personal ethical obligations in the decision-making process.

Practical implications
This study offers actionable insights for both policymakers and real estate developers. For policymakers, the findings highlight the need to craft initiatives that go beyond mere awareness, instead fostering a deep sense of personal responsibility and environmental stewardship among potential homebuyers. For real estate developers, the emphasis on financial self-efficacy and location suggests a strategy shift toward designing sustainable homes that not only meet environmental standards but also align with buyers’ financial confidence and geographic preferences. Together, these strategies can drive a more widespread adoption of sustainable housing, making sustainability a tangible and appealing choice for millennials.

Originality/value
To the best of the authors’ knowledge, this empirical research study was one of the first studies that contributed to the literature by integrating the model of goal-directed behavior, technology acceptance model and norm activation model. This study thus offered a nuanced understanding of the interplay between normative influences, usability perceptions, ethical considerations and emotions in the context of behavioral intentions.