Elucidation of the Business Model of Green Residential Building to Environmentally Conscious Consumers in Sarawak

Zul ’Azman, Ya’akub and Afzan, Ahmad Zaini and Anny, Tang Jia Siew and Intan Rohani, Endut and Julaihi, Wahid (2025) Elucidation of the Business Model of Green Residential Building to Environmentally Conscious Consumers in Sarawak. In: Sustainable Living Solutions : Renewable Energy and Engineering. Advances in Science, Technology & Innovation. IEREK Interdisciplinary Series for Sustainable Development, 1 . Springer Nature, Gewerbestrasse 11, 6330 Cham, Switzerland, pp. 323-331. ISBN 978-3-031-76836-1

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Abstract

Green residential building (GRB) has been propounded as an effective method to cope with the issue of global warming. However, the development of GRBs in Malaysia is imbalanced with none having been developed in Sarawak. This can be accounted to several factors, such as low awareness level, homebuyers’ reluctance to pay the higher costs, and the inexistence of a specific model that can be referred to, particularly in the context of Sarawak. Therefore, the purpose of this paper is to examine the awareness level of Sarawak environmentally conscious consumers towards the benefits of GRBs, identify the key factors influencing their purchase intention, and establish a GRB business model. A questionnaire survey was administered to 200 potential GRB homebuyers, and the Statistical Package for the Social Sciences (SPSS) software was used for data analysis and model establishment purposes. The results showed significant and positive relationships between socioeconomic benefits awareness and value perception and trustworthiness with GRB purchase intention, perceived financial risk negatively impacted GRB purchase intention, while no significant relationship was found between environmental benefits awareness and environmental attitudes with GRB purchase intention. Overall, homebuyers’ value perception and trustworthiness had the most significant influence on their purchase intention. The GRB business model offers valuable insights to related authorities concerning the readiness of Sarawak homebuyers to accept the green home concept in line with the Big Bolds in Ekonomi Madani “Housing for Rakyat” and SDG 11: Sustainable Cities and Communities.

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