In the bustling, rapidly urbanizing city of Bangalore, a new study is shedding light on what drives consumers to adopt sustainable and green building materials. Led by Rajendra Puttamanjaiah from the Department of Management Studies at Ramaiah Institute of Technology, the research delves into the motivations, opportunities, and abilities that influence consumer intentions to go green in residential construction. The findings, published in the International Journal of Sustainable Engineering, could reshape how the construction and energy sectors approach sustainability in emerging markets.
Puttamanjaiah’s study combines the Motivation-Opportunity-Ability (MOA) framework with the Theory of Reasoned Action (TRA) to better understand consumer behavior. By adding the concept of ‘attitude’ from TRA, the research provides a more nuanced view of what drives consumers to adopt sustainable and green building materials (STAGBM). “We found that motivation plays a significant role in mediating the relationship between attitude, ability, and the intention to adopt STAGBM,” Puttamanjaiah explains. This means that even if consumers have a positive attitude towards green materials and the ability to use them, their motivation is the key factor that drives actual adoption.
The study, which surveyed 203 participants involved in residential construction, used advanced statistical methods to validate its findings. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to analyze the data, confirming the significance of motivation in the adoption process. However, the research also highlighted some contextual constraints. “Opportunity, surprisingly, did not have a significant effect on motivation,” Puttamanjaiah notes. This suggests that while opportunities to adopt green materials may exist, other factors are more influential in driving consumer behavior.
So, what does this mean for the construction and energy sectors? The findings underscore the need for targeted awareness campaigns, financial incentives, and market development to enhance consumer ability and eco-conscious attitudes. Policies such as subsidies and education could play a crucial role in overcoming adoption barriers. “Our study extends the MOA framework by integrating attitude and uniquely positioning motivation as a mediator,” Puttamanjaiah says. “This provides deeper insights into sustainable engineering practices in rapidly urbanizing regions.”
As Bangalore continues to grow, the demand for sustainable building materials is expected to rise. This research could shape future developments in the field, guiding policymakers, construction companies, and energy providers in promoting green practices. By understanding what drives consumer intentions, stakeholders can create more effective strategies to foster a sustainable future. The study, published in the International Journal of Sustainable Engineering, translates to “International Journal of Sustainable Engineering” in English, is a significant step towards achieving this goal. As the city evolves, so too must its approach to sustainable construction, and this research is paving the way.