Bridging the Intention–Behavior Gap: Effect of Altruistic Motives on Developers’ Action towards Green Redevelopment of Industrial Brownfields

Green redevelopment (GR) is a promising strategy to deal with industrial brownfields, this sustainable initiation usually fails be implemented practically in China. Thus, investigating the driving mechanism of developer’s GR behavior, as executors renovation project, quite essential. The study introduced formative constructs perceived risk (PR) and cost (PC), integrated them theory planned behavior (TPB), extended by adding two altruistic motives, awareness responsibility (AR) consequence (AC), moderation variables explore bridging role motives GR’s intention–behavior gap. Based on 156 developers-oriented field surveys, conducted data analysis through partial least square structural equation modeling. It interestingly showed that subjective norm could primarily affect developers’ while control not significant influencing factor. Meanwhile, PR PC additional significantly increased explanatory power standard TPB model. Furthermore, conclusion confirmed AR can distinctly adjust relationship between intention whereas AC has no such effect. These findings provide scientific theoretical basis targeted path reference for promoting brownfields.