Abstract

In recent years, there has been an increase in environmental awareness in the United States, leading to steady growth in environmentally conscious consumerism. Looking specifically at green home marketing, understanding the consumer behavior of the next generation of homebuyers, Generation Z (GenZ), is important for environmental and business reasons. This study surveyed 116 university students to explore the influence of specific barriers and types of motivation (intrinsic, instrumental, and non-normative) on their perceptions of green homes. Our findings suggest certain barriers have more influence on GenZ consumers than others, with the perceived lack of choice in selecting Green Home Features (GHFs) as the top barrier, followed by a lack of information about GHFs, and then the perceived effort to analyze GHFs. Furthermore, for GenZ consumers, intrinsic and non-normative motivations seem to significantly affect their willingness to buy green homes, whereas instrumental motivation does not. Our findings expand on previous studies on green consumer behavior to provide a new benchmark for understanding GenZ’s consumer behavior, specifically towards green homes. Our results can be used by marketers and policymakers to study future home trends, attract more potential buyers to green homes, and help create a sustainable environment for future generations.