Does individuals' age matter? A comparative study of generation X and generation Y on green housing purchase intention.

Purpose: This comparative research examines the factors influencing individuals' purchase intention toward green housing. By examining these factors, this study provides fruitful insights into the purchase intentions and behaviors for greenhouses among individuals of different age groups in India. Design/methodology/approach: Data were gathered from Generation (Gen) X (313) and Generation (Gen) Y (297) using self-administered questionnaires. The "partial least squares structural equation modeling" was used to test the hypotheses. Findings: The outcome shows that attitude and green trust substantially impact the green purchase intention of Gen X and Y. More specifically, environmental knowledge insignificantly influences the green purchase intention of Gen X while significantly influencing Gen Y. However, perceived risk insignificantly affects the purchase intention of both Gen X and Y. Consequently, green purchase intention substantially impacts the green purchase behavior in both studies. Research limitations/implications: This research focuses primarily on India; future research may be conducted in different geographical contexts. This study could also be extended to all age groups individuals. Practical implications: The findings of this article facilitate policymakers, real estate developers and professional bodies in formulating strategies for sustainable nations in the future. Originality/value: The current article is the initial empirical attempt to examine the home-buying decisions of individuals in India. Moreover, the role of Generation X and Generation Y in green housing purchase decisions will provide fruitful insights into how different age groups impact the decision-making process of green housing. [ABSTRACT FROM AUTHOR]