Exploring Generation Z’s Perceptions of Green Homes

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