Title: Ecological awareness, price and psychological wellbeing as main dimensions of senior citizens' green sheltered housing buying intentions

Authors: Israel Boxer, Hanna Oirik Menahem, Gabor Rekettye

Addresses: Faculty of Business and Economics, University of Pecs, Pinsker 24, Hadera 38428, Israel. ' Faculty of Business and Administration, University of Derby, Yaar Odem 38/9, Yokneam, Israel. ' Faculty of Business and Economics, University of Pecs, H-7622 Pecs, Rakoczi ut 80, Hungary

Abstract: The motivation for this research was to examine whether the |green trend| has a distinct added value from a marketing point of view. This argument was put into test in the context of building and with elderly people; both non-flexible and |unattractive| segments that should help clarify the unique effect of ecological awareness to marketing. Specifically, the research aimed at examining the effect of cultural orientation, price perception and ecological awareness, with the mediating effect of psychological wellbeing, over elderly people|s intentions to buy accommodations in a green sheltered housing project. Results suggest that ecological awareness is the main factor influencing green sheltered housing buying intentions of elderly people, and that negative cultural orientation, such as collectivism and conservatism, decrease elderly consumers| buying intentions. Operative implications and recommendations for further investigation are discussed, especially with regard to the fact that contribution is confined to an empirical research on Israel elderly population consuming patterns.

Keywords: green trends; green housing; sheltered accommodation; elderly people; old people; consumer behaviour; purchasing intentions; marketing; Israel; ecological awareness; ecology; prices; psychological wellbeing; marketing; cultural orientation; price perception; collectivism; operative implications; conservatism; ageing population; consumption patterns; business performance; performance management; environmental awareness.

DOI: 10.1504/IJBPM.2010.036043

International Journal of Business Performance Management, 2010 Vol.12 No.1, pp.86 - 101

Published online: 13 Oct 2010 *

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