The Millennials’ Perceived Behavioural Control on An Eco-friendly House Purchase Intention

Abstract. The millennial generation has an important role in actualizing environmentally friendly residence. Referring to the behavioural theory, a consumer’s Perceived Behavioural Control (PBC) is one of purchase intention antecedents. Studies revealing the millennials’ control behaviour on purchasing an eco-friendly house, especially in Indonesia, are still limited. Moreover, environmentally friendly housing is still new to prospective house buyers in Indonesia; so, how to control their behaviour toward purchasing behaviour or willingness to pay has not been clearly known. Therefore, this study is conducted to explore the millennial generation’s PBC on an eco-friendly house purchase intention. This is a qualitative research with a phenomenological approach focusing on observing the perceived behavioural control phenomenon of prospective house buyers. The data was collected through a semi-structured in-depth interview with nine prospective house buyers in Surabaya, East Java. This research found that the themes of millennial house buyers perceived behavioural control toward an eco-friendly house purchase intention were ‘perceived difficulty’ and ‘perceived benefit’. The finding implies that housing developers and government should provide convenience to develop eco-friendly houses and be consistent to complete the buildings with facilities; the facilities will especially support the millennial costumers’ sustainable living and the sustainable development in Indonesia