Title: 'Attitudinal and behavioural' loyalty toward green buildings among generations from baby boomers to Z

Authors: Osama A. Abdelkader; Sherif Attallah

Addresses: Department of Marketing, College of Applied Studies and Community Service, Imam Abdulrahman Bin Faisal University, KSA ' Department of Construction Management and Interior Design, College of Architecture, Ball State University, IN, USA

Abstract: Multidisciplinary research is a practical approach to address one of the most important global challenges, that is shortage of resources. There is a research gap in the area of sustainability, where engineering studies are concerned with physical aspects, while marketing studies explore aspects of human behaviour with/against environmental friendliness, separately. Furthermore, scholars should pay more attention to the differences among human generations. Therefore, this paper presents a comparison between the extent of behavioural and attitudinal loyalty among generations toward green buildings especially residential buildings, which represents the highest energy consumption in the world. The current study is questionnaire-based, and it was tested through a group of validity and reliability tests. SPSS V21 was used to analyse the collected data from 1,589 participants. The study presents a set of findings and recommendations that contribute to better understanding of human behaviour in the context of rationalisation of natural resources. Finally, a group of future researches were suggested to study more comparisons depending on cross-cultural, cross-national and gender differences across a wider range of interdisciplinary studies.

Keywords: energy; generation; sustainability; attitudinal loyalty; behavioural loyalty; green buildings.

DOI: 10.1504/IJSOM.2021.118246

International Journal of Services and Operations Management, 2021 Vol.40 No.2, pp.203 - 216

Received: 29 Apr 2019
Accepted: 06 Aug 2019

Published online: 18 Oct 2021 *

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