Purpose
– The purpose of this study is to explore environmental attitudes and how such attitudes, when combined with a specific cost, can affect environmental behavior. Environmental attitudes are important to study due to the rising belief by building occupants that they are owed safe, healthy, environmentally responsible, and comfortable living environments. Universities around the world are responding to such demands as the majority of prospective college students and their parents claim that the environmental record is a determining factor in their selection of a university. Therefore, this study examines the environmental responsibility levels of a sample student population and to explore how these scores, along with gender, impact their willingness to pay for studying and living in green buildings.
Design/methodology/approach
– An online survey consisting of three parts was administered to undergraduate university students to measure environmental responsibility, willingness to pay and demographic variables. Statistical analyses including ANOVA, t-tests and correlation were conducted to explore relationships among variables.
Findings
– Results of statistical analyses show a direct correlation between environmental responsibility and willingness to pay for green buildings, as defined by a leading green building assessment system. Results also show that female students are more environmentally responsible than males.
Practical implications
– Successful generalizations of the findings of this research may lead to better marketing of green buildings to the general public.
Originality/value
– Findings present a unique opportunity for university administrations to develop more focused messages when communicating their environmental record with current and potential students.
An Exploratory Study on the Effect of Price as an Anchor on Willingness-to-pay
