Greener Homes, Reluctant Buyers? Psychological and Policy Determinants of Green Housing Intention Among Generation Z in an Emerging Economy

This study aims to examine the psychological and policy determinants of green housing purchase intention among Generation Z in Indonesia. Using a quantitative, explanatory design, data were collected through a cross-sectional online survey of 247 respondents and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM) to test direct and moderating relationships. The technical analysis assessed reliability, validity, path coefficients, and interaction effects. Findings reveal that environmental knowledge, personal values, and social norms significantly shape environmental concern, with personal values emerging as the strongest predictor. Environmental concern, in turn, positively influences intention to purchase green housing, although the effect is moderate, indicating an attitude–behavior gap. Contrary to expectations, perceived benefits and Perceived Government Policy Support do not significantly moderate this relationship, suggesting limited consumer trust, information gaps, and weak policy signaling. The study offers novelty by positioning environmental concern as a contingent rather than deterministic driver and by integrating psychological antecedents with contextual moderators in a generational perspective. However, limitations include purposive sampling, cross-sectional design, and restricted generalizability. Future research should employ longitudinal designs, broader samples, and deeper investigation of financial, institutional, and communication factors to better explain the translation of environmental concern into actual green housing adoption more effectively.