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Article

Role of Egoistic and Altruistic Values on Green Real Estate Purchase Intention Among Young Consumers: A Pro-Environmental, Self-Identity-Mediated Model

by
Princy Roslin
1,
Benny Godwin J. Davidson
2,*,
Jossy P. George
3 and
Peter V. Muttungal
1
1
Department of Psychology, Christ University, Bangalore 560029, India
2
School of Business, University of the Fraser Valley, Abbotsford, BC V2S 7M8, Canada
3
School of Business and Management, Christ University, Bangalore 560029, India
*
Author to whom correspondence should be addressed.
Real Estate 2025, 2(3), 13; https://doi.org/10.3390/realestate2030013
Submission received: 5 March 2025 / Revised: 24 May 2025 / Accepted: 27 May 2025 / Published: 5 August 2025
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Abstract

This study explores the role of egoistic and altruistic values on green real estate purchase intention among young consumers in Canada aged between 20 and 40 years. In addition, this study examines the mediating effects of pro-environmental self-identity between social consumption motivation and green real estate purchase intention. A quantitative cross-sectional research design with an explanatory nature is employed. A total of 432 participating consumers in Canada, comprising 44% men and 48% women, with a graduate educational background accounting for 46.7%, and the ages between 24 and 35 contributing 75.2%, were part of the study, and the data collection used a survey method with a purposive sampling, followed by a respondent-driven method. Descriptive and inferential statistics were performed on the scales used for the study variables. A structural equational model and path analysis were conducted to derive the results, and the relationships were positive and significant. The study results infer the factors contributing to green real estate purchase intention, including altruistic value, egoistic value, social consumption motivation, and pro-environmental self-identity, with pro-environmental self-identity mediating the relationship. This study emphasizes the relevance of consumer values in real estate purchasing decisions, urging developers and marketers to prioritize ethical ideas, sustainable practices, and building a feeling of belonging and social connectedness. Offering eco-friendly amenities and green construction methods might attract clients, but creating a secure area for social interaction is critical. To the best of the authors’ knowledge, this research is the first to explore the role of egoistic and altruistic values on purchase intention, mainly in the housing and real estate sector, with the target consumers being young consumers in Canada.

1. Introduction

Human existence is facing mounting threats due to pollution and climate change [1]. The urgent need to maintain Earth’s equilibrium [2] has accelerated environmental concerns among the consciousness of modern civilization, influencing consumer behavior, particularly in real estate purchases [3]. The consumption pattern of commodities contributes suggestively to pollution and environmental degradation [4,5]. Currently, green real estate has gained better attention in recent years, especially among young consumers who are environmentally conscious consumers [6]. Young consumers addressed in this study are between the ages of 20 and 40, belonging to a category of young adults starting from their early twenties to late thirties, and are part of the Canadian population. As current young consumers prefer a better quality of life, their financial and long-term investments include ‘purchasing real estate’ preferability needs with environmental sustainability despite the rising need for energy demands [7]. Liquidity and price dynamics in the real estate markets affect young buyers differently from older and more established buyers [8]. Real estate risk decreases when the holding period is increased, which facilitates young buyers’ planning for long-term investment. Transparency in the real estate market benefits young consumers by giving them more access to information for making informed decisions [9]. Thus, the growing environmental consciousness among today’s generation is reshaping green real estate buying behavior as individuals seek sustainable living options [10]. As consumers increasingly express interest in green real estate, this inclination not only gives importance to a heightened environmental consciousness but also gives some possibility about the shift in the housing market, with better consequences for urban planning and preservation of the environment [11]. In this study, green real estate means properties that are constructed, developed, and managed with the intention of environmental sustainability and efficiency in energy consumption. The aim of green real estate is to reduce the environmental impact while providing an environment for consumers. Integrating renewable energy sources like solar panels is a good example of green real estate. Moreover, green buildings are different from others since it is enhanced with insulation and the utilization of sustainable materials [12].
The key to self-identity is perceiving oneself as possessing specific traits: characteristics, qualities, and abilities in combination with personality traits, physical attributes interests, hobbies, memories, moral qualities, social factors, and cognitive processes that are selectively chosen to identify themselves [13,14,15,16]. In this research, pro-environmental self-identity is the ability of an individual to perceive themselves as environmentally conscious and engaging in activities that are eco-friendly, but environmental concern refers to the attitudes, perception, and behavior related to the issues of the environment, meaning that these two are different concepts. A strong environmental self-identity is positively related to pro-environmental actions and increases the acceptability of pro-environmental policies [17]. Sustainability self-identity and green self-identity influence pro-environmental and sustainable purchasing behavior positively [18]. Green self-identity positively predicts environmentally friendly buying behavior among consumers [19]. So, self-identity and sustainable behavior are strongly associated with pro-environmental self-identity, acting as a key factor in making sustainable consumption choices [20].
On the same note, pro-environmental self-identity and sustainable consumption decisions are the cornerstones of sustainable development [20]. Currently, the sustainable development goals (SDGs) have attracted the world’s attention. This is a framework that critically analyzes and explains the environmental, economic, and social challenges under 17 themes with 169 targets and 261 indicators. The sustainable development goals relevant to the study on green real estate purchasing include goals 7, 11, and 12, which summarize sustainability in the building environment. Goal 7 explains how affordable and clean energy promote renewal energy sources in buildings; goal 11 is about sustainable cities and communities relating to urban development and housing within an inclusive and safe urban space; and goal 12 is about responsible consumption and production, focusing on resource use and waste reduction. Thus, sustainable goals provide a basis for understanding and promoting green real estate practices, with emphasis on energy efficiency, responsible resource management, sustainable urban development, and managing the building environment.
These sustainable environment principles introduced by the WHO make altruistic values, sustainable qualities, and behaviors increasingly essential and impactful [20]. Values are goal-oriented guiding principles of an individual, which can be situation-specific and include the social entity [21]. Egoistic values and altruistic values are forces that can drive individuals to decision making [21]. Altruistic value positively impacts green product purchase intention, including green real estate [22,23]. Egoistic value focuses on personal benefits and has been found to have a negative impact on green product purchase intention, with the prime focus of this value being related to self-interest [22]. The difference between egoistic value and self-interest is that the former is conceptualized as a psychological foundation for environmental concern and the latter is seen as a broader motivational factor that can drive pro-environmental behavior. These constructs are negatively correlated but exist as an entity [24] and mutually influence the decision-making process, making it valuable to the current study. The theoretical foundation that aligns with this relationship can be drawn from the theory of planned behavior, which focuses on attitudes, subjective norms, and perceived behavioral control influencing the decision-making process of the individual [22,24]. This theoretical background draws insights into the factors that focus on sustainable consumption and green purchasing behavior, and this understanding clarifies the role of translating values into environmentally responsible actions. Exploring the association between values and behaviors can throw light on sustainable practice, consumption, and purchase.
The prioritization of environmental concerns can influence consumer behavior and obtain the selection of products that are eco-friendly and support the initiative of sustainability [25]. This fosters a societal and environmental focus on practices that are pro-environmental through direct and indirect means [25]. As a natural progression of this shift, green real estate purchase intention also gained a considerable amount of momentum, emerging as an attractive sector that is rapidly adapting to the evolving economy [26]. Real estate purchases are strongly influenced by globalization, urbanization, and the culture of each country [27]. Foreign and domestic markets are attracting investors for real estate purchases in their countries, driving increased demand [26] as well as per capita income. This claims that urbanization and real estate purchases are directly proportional [27]. Individuals with pro-environmental self-identity exhibit a few characteristics when making a green real estate purchase intention. The main focus is on reusing resources for green buildings [28] efficiently for both production and consumption and using renewable energy sources to reduce waste and pollutants. More literature is needed to explore this relationship. The real estate market is diverse and dynamic, with cultural specifications in each geographic location. This study is rooted in existing works on pro-environmental self-identity and consumer decision-making processes. The literature support that ecological self-identity affects pro-environmental deeds [17,22]. The current study explores the mechanism of how individual motivation and values influence the pattern of investment in real estate and how pro-environmental self-identity can facilitate additional insight into the relationship. This can directly benefit the real estate business, stakeholders, and policymakers and contribute to theoretical progress. The unique contribution is understanding the factors influencing ecologically aware acquisition decisions in the real estate market, especially among young consumers in Canada.
The awareness of sustainability and a sustainability practice among young consumers in Canada has influenced various decisions regarding purchase behavior, including green real estate. The egoistic and altruistic values affecting real estate purchases still need to be explored in the literature [29]. Understanding the internal connection between these elements can clarify the process of making a green real estate purchase intention, which is significantly explored in the study. Young consumers are different from the older generation in attitude and behavior. The SDGS are well known among today’s young generation, who see a future where their actions, attitudes, and contributions are centered around adopting an environmentally conscious mindset. This relationship would be a unique opportunity that can provide more clarity into the current trends in the market.
Among young consumers in Canada, this study examines the role that egoistic values and altruistic values play in influencing the intention to purchase green real estate. Furthermore, this study also examines how pro-environmental self-identity may mediate the relationship between social consumption motivation and green real estate purchase intent. It is possible that these findings will have significant implications for real estate agents and marketers targeting young consumers in Canada. Marketing strategies and messages that resonate with this specific demographic, ultimately influencing their intent to purchase real estate, can be tailored to reflect the interplay between egoistic values, altruistic values, pro-environmental self-identity, and social consumption motivation. The findings of this study may also illuminate the importance of promoting environmentally friendly and sustainable housing options to this population.
This article has an initial Introduction section, followed by a section on the literature review, where each variable such as green real estate purchase intention, altruistic value, egoistic value, social consumption motivation, and pro-environmental self-identity is explored; the third section explores the measurement tool, validation, and pilot testing of the scale. By providing the details of the scales, the Results section explains the relationship and the mediating role of variables on green real estate purchase intention. Finally, it is concluded by the Discussion and Conclusions sections, giving more clarity on the implications and findings of the research.

2. Theoretical Background and Hypothesis Development

Investing in green real estate entails a sizable financial obligation, as well as a comprehensive calculation and consideration, particularly for individuals acquiring properties for personal use [25]. The theory of planned behavior proposes that decision making is influenced by investment attitudes, which are shaped by both self-centered and altruistic values that drive social consumption [30]. Subjective norms, including social expectations and social media influence, enhance the intention to purchase green real estate by molding consumer preference and decision-making attitudes and behaviors [19]. Perceived behavioral control incorporating the availability of technical resources, financial stability, and government regulations influences facilitating or constraining an individual’s ability to make formed investment decisions [25]. Thus, these factors create a complex framework through which green real estate investors assess opportunities, considering both personal and societal factors while navigating through housing market trends.

2.1. Altruistic Value and Green Real Estate Purchase Intention

Altruistic standards are concerned with the welfare of both people and society at large. The psychographic component in understanding consumer behavior is the pro-environmental attitude, and the outcome is altruistic ideas or altruism [2]. Altruism can be demonstrated by engaging in actions that benefit others with concern for the future. Research has shown that an altruistic value system is a human value system with powerful behavioral influence [3]. Empirically, it has been proven that an altruistic nature correlates to environmental concern and becoming active in environmental activities. In the realm of green marketing, altruistic ideals are primarily employed as a subset to explain pro-environmental behavior [7]. Altruism reflects the behavior of consumers’ buying decisions and using products that support social and environmental causes rather than being just impulsive. Altruistic value and green purchase decisions are positively related [31], which gives the concept of engaging in environmentally acceptable and sustainable consumer behaviors [1,22,23]. Green cosmetics research supports facilitating sustainable consumption to produce more sustainable products, thereby promoting green purchase decisions [32]. Thus, altruistic value and purchase decisions are explored in the literature [32] but not in the green real estate purchase intention, which is a gap addressed in this study. So, it can be assumed that consumers with a stronger altruistic value, characterized by concern for others and their environment, have a better chance of purchasing greenhouse options. However, this article proposes a positive relationship between altruistic value and green real estate purchase intention.
H1. 
Altruistic values have a positive effect on green real estate purchase intention.

2.2. Egoistic Values and Green Real Estate Purchase Intention

Egoistic values are centered around the principles of oneself above the public aims or interests. Self-interest is a greater priority for people with egoistic values, whose focus might include ambitions for power, money, influence, etc. Egoistic values proved to be positive for compulsive buying behavior [33]. The intensity of having a selfish and competitive nature will be higher. However, in a study on green cosmetics, the literature points out that egoistic values influence the consumer’s behavior, especially purchase intentions [32]. Egoistic values prioritize the individual and personal satisfaction over other parameters when considering the environment and green purchases [12]. So, egoistic values shape the purchase decisions, but when it comes to green real estate purchase intention, the association is unpredictable since investing responsibly is still questionable for investors with high egoistic values, and the decision to invest in socially responsible investments when financial returns are not appreciable is still confusing. So, in this study, it is hypothesized that there is a positive effect of egoistic values on green real estate purchase intention [25].
H2. 
Egoistic values have a positive effect on green real estate purchase intention.

2.3. Social Consumption Motivation and Pro-Environmental Self-Identity

Social consumption motivation indeed adopts socially responsible and eco-friendly behaviors, fostering purchase intention [20]. Identity is the amalgamation of attitude, behavior, and intention. Regarding pro-environmental self-identity, it is an amalgamation of the three towards our perception of environmental issues in general, regardless of the cultural or geographic location [34]. Environmental self-identity is the main predictor of pro-environmental behavior, and people who have a strong pro-environmental self-identity are more likely to engage in ecologically responsible actions [35]. This suggests that individuals with social consumption motivations are likely to develop strong pro-environmental attitudes, increasing the possibility of engaging in ecologically responsible activities [20]. Research claims, environmental knowledge, consumer effectiveness, personal values, and situational influence promote green purchase intention. Social norms do affect domestic purchase intention in varied pathways, like motivational, cognitive, and motivational–cognitive paths [36]. Social network and social media impacts purchase intention and behavioral consumption [19]. So, adopting a self-identity that focuses on environmental awareness impacts consumer behavior to recognize ecological indicators and prioritize sustainability in decision making [20]. Branded products and the preference for those brands can promote social consumption motivation [37]. Moreover, personal values, particularly biospheric values, are closely associated with environmental self-identity, which influences pro-environmental behavior [12]. Research by Dermody [38] concludes a direct and indirect effect on sustainable consumption and an indirect, partial impact on pro-environmental self-identity. So, the third hypothesis is proposed in the current study:
H3. 
Social consumption motivation has a positive effect on pro-environment self-identity.

2.4. Social Consumption Motivation and Green Real Estate Purchase Intention

Neoclassical thinkers view consumers as rational decision-makers who maximize a product’s utility [39]. Social consumption motivation is used to indicate the level at which an individual is compelled to express himself through the brand in use or the choices made in consuming certain products [40]. The importance of other people’s views and observations increases with the degree to which the social pressure and the need to portray one’s identity impacts one’s consumption [40]. Social consumption motivation is facilitated by friends, families, brand choices, interested brands, and the brand’s image in the market [20]. Its gravity increases with more scrutiny regarding green real estate purchase intention. The personality of an individual also influences decision making and the motivation for the consumption of the products [25]. So, social consumption motivation and purchase decisions are related, and social networking sites promote them [41]. Still, there is no clear evidence linking social consumption motivation and green real estate purchase intention, so the following is proposed:
H4. 
Social consumption motivation is positively associated with green real estate purchase intention.

2.5. Pro-Environmental Self-Identity and Green Real Estate Purchase Intention

Pro-environmental behavior is related to individuals’ connection to their environment and personal identity. Place attachment and place identity shape pro-environmental behavior [30]. Place identity, along with satisfaction, has a direct impact on pro-environment behavior, emphasizing affective response in promoting environmentally friendly actions [30]. Pro-environmental self-identity promotes ecologically sound interventions and provides strong support for the issues observed socially [20]. Consumers with higher ecological motivation and environmental awareness are more prone to engage in green purchase behavior [42,43,44]. A study on green food purchase found that pro-environmental self-identity predicts green purchase intention [43]. The intention of the consumer to buy eco-friendly products is to support environmental sustainability, thus impacting pro-environmental self-identity [7]. So, pro-environmental purchasing is more inclined to green purchase decisions [20]. Thus, the research also has indicated that knowledge about the environment and awareness can significantly affect the decision-making process of sustainable choices, even when making housing choices [45]. It could be stated that these individuals may promote more pro-environmental behavior and green real estate purchase intention. So, the following hypothesis is proposed:
H5. 
Pro-environmental self-identity has a positive effect on Green real estate purchase intention.

2.6. Pro-Environmental Self-Identity Mediates Between Social Consumption Motivation and Green Real Estate Purchase Intention

Pro-environmental self-identity mediates the relationship between consumer motivation and behavior related to the environment [46]. Material consumption is reduced when there is a high level of self-identity and motivation for pro-environmental action [47]. Social values mediate green energy purchase intention through self-identity [7]. Social media and norms influence social consumption motivation, which also affects pro-environmental consumer behavior [48]. In sustainability and sustainable practice, social consumption motivation is influenced by pro-environmental self-identity [38]. Thus, it is positively related to consumption behavior and mediated [20]. The relationship between the green real estate purchase intention is a gap that is explored. So, we propose the final hypothesis for the study.
H6. 
Pro-environmental self-identity mediates social consumption motivation and green real estate purchase intention.
Figure 1 represents the conceptual framework of the study.

3. Research Methods

3.1. Research Design

Data are collected from participants who are young consumers in Canada, and the tenure is over ten months, from Feb 2023 to December 2023. The participants are between the ages of 20 and 40 years. This is an effort to explore the intention of young consumers in Canada to purchase green real estate. A few reputed green estate builders from Canada were approached. The data were collected from the young consumers who reached out to these green real estate builders on social media sites. The database had 14,789 enquiries, among whom 4077 people had purchased the property from them, with 834 being young consumers. The sampling method employed in this research is purposive sampling, and at some point, the respondent-driven method, a method of snowball sampling, was also used to collect data [49]. The study’s external validity was slightly compromised due to the non-random nature of the selection of participants, so the result may not be generalized to all young consumers in Canada, but it can give valuable insight into the real estate purchase intention of the specific group studied.

3.2. Research Instrument

The study was adopted from the other studies in the field [20,29,38] since a single scale to address the concern needed to be improved. To understand the intention behind green real estate purchases, we employed two academicians in the current field. Their opinions on the research question, extracted from different studies and used in this study, were considered. Thus, the content and face validity factors were met with their expertise. A few of their suggestions were incorporated to formulate the final questions, and pilot testing was conducted on 57 participants. Then, the survey instrument was analyzed, and the final questions were derived after the test.
Five scales and seventeen items were used for this study. Two of them were adopted from the work of [20], which include three items for altruistic values and egoistic values. The 4-item scale for pro-environmental self-identity and social consumption motivation was adopted from Demody et al. [20]. The items for green real estate purchase intention were adopted from Jacob et al. [29], which were extracted from the study conducted by Jacob et al. [29]. The final scale was subjected to a few modifications to fit the research context and the population. The questionnaire has two sections: the initial section collects a few demographic variables, and the second section is the questions used to understand the study variables. The scale used is the Likert scale; 5 points by nature, with 1 being strongly disagreed and 5 being strongly agreed in general across all the questions. The details of the scales are given in Appendix A. The structural equational model method was used to analyze the data obtained from the sample, and the hypothesis was tested [50].

3.3. Common Method Bias

The data obtained from the samples were subjected to common method bias [51]. As per guidelines stated by the proponent, several steps were taken to resolve the repercussions that can occur in the data [52]. Randomization of the survey question was the initial stance taken by the principal researcher to eliminate agreement tendencies. The respondent’s honesty was addressed by adding that there is neither a correct nor incorrect answer to any question in the description session. The next test used was the Harman single factor test [52], which focused on the chi-square difference between the models and came to the inference of avoiding common method bias.

3.4. Descriptive Statistics

A demographic survey of the population is explored in Table 1. Its main components include age, sex, highest education level, marital status, and years of immigration into Canada. The four subcategories in the section on age constitute below 24 at 10.2%, 24–28 years at 35.4%, 29–35 years at 39.8%, and above 35 at 14.6%. The three subsections in the gender category include males at 44.4%, females at 48.4%, and those who prefer not to say at 7.2%. The five subcategories in the education qualification section include high school education at 0.7%, undergraduate at 46.5%, postgraduate at 27.8%, above postgraduate at 20.6%, and those who prefer not to say at 4.4%. The three subcategories in the section on marital status include single at 45.1%, married at 41.2%, and those who prefer not to say at 13.7%. These data give clarity on the nature of the participants in the study and comprehension of the process of analysis.

4. Results

The statistical packages used for the current analysis are IBM SPSS V26 and AMOS V22. This facilitates the testing and analysis of the variables, both dependent and independent. The initial proposed hypothesis was tested in the process and either proven or disproven. Descriptive analysis, confirmatory factor analysis, fit indices, SEM, reliability, Cronbach alpha, discriminant validity, and regression coefficient are explored. After understanding the variables, the model was examined, and the results were concluded.

4.1. Construct Reliability

The initial test performed explored the Cronbach alpha, which is the test reliability. Table 2 gives a detailed description of the Cronbach alpha values; 0.7 and above are excellent. Table 2 also incorporates factor loading details, composite reliability, AVE values for each set of items, and the mean (M) and standard deviation (SD) of the construct I specific. The majority of the constructs explored in the study show good internal dependability. Composite reliability (CR) scores > 0.7, and the average variance extracted (AVE) > 0.5, which prove the study has convergent validity. The KMO explains suitability for factor analysis, which indicates sample adequacy and the common variation percentage. The KMO values higher than 0.06 claim that the factor analysis is sound. Table 3 gives the details of factor loading.

4.2. Discriminant Validity

This is performed to obtain dimension clarity. So, the discriminant validity of the scale is explored using standardized linear or covariance correlation to see whether the construct is correlated. The current findings are displayed in Table 3, which shows discriminant validity indices. In the current test, the various factors explored show the factor tested as obtaining a value away from 1. The correlation confidence interval for none of the constructs was 1. A test was performed to analyze the further dependency, representing different constructs. The average square root explains discriminant validity for the components, and the results obtained show AVE is higher than the correlations, as detailed in Table 3. The high correlation between altruistic and egoistic value was checked using multicollinearity testing, and the variance inflation factor (VIF) and tolerance value were examined to assess multicollinearity among the predictor variables. Both altruistic and egoistic values had VIF values of 1.60 and tolerance of 0.627. Since VIF is below 5 and tolerance above 0.2, it is generally accepted.

4.3. Confirmatory Factor Analysis

Confirmatory factor analysis (CFA) was performed on all the constructs explored in the current study, exploring the numerical association among the variables, comparing them and determining their consistency with the theoretical framework. The chi-square statistics to conduct the test of exact fit yielded a χ2 value of 1022 with 109 degrees of freedom, which is statistically significant (p < 0.001). The Comparative Fit Index (CFI) value is 0.879, the Tucker–Lewis Index (TLI) value is 0.849, the RMSEA value is 0.139, and the 90% Confidence Interval (CI) for RMSEA is from 0.131 to 0.147. The Akaike Information Criterion (AIC) is reported as 14,695, and the Bayesian Information Criterion (BIC) is reported as 14,943. The CFA models and their values are acceptable for the current study, as illustrated in Figure 2. The measurement and structural model have captured the model’s goodness proposed in the hypothesis. The relationship between the measured variables represents the concepts that are not directly measured.

4.4. SEM and Hypothesis Testing

The structural equation model focuses on exploring the link between the variables. Figure 3 is the focus and the suggested model for the existing exploration. The rationale for SEM analysis is to define and validate the model. Table 4 and Table 5 are the detailed description of the final findings and hypothesis tested. All the hypotheses are significant, and the p-value is less than 0.01, so all the proposed hypotheses have been established to be true in the current study. The model explains that the egoistic value (B = 0.178, β = 0.221, p < 0.001) altruistic value (B = 0.335, β = 0.349, p < 0.001), social consumption motivation (B = 0.10, β = 0.125, p = 0.004), and pro-environmental self-identity (B = 0.131, β = 0.182, p < 0.001) show a significant positive correlation. The R2 is 0.525, claiming that 52.5% variance is caused by the social consumption motivation in the study, the adjusted R2 value is 0.520, and the standard error is 1.852.

4.5. Mediation Results

The mediating relationship is explored, which supports a direct, indirect, and total effect that is statistically significant (Figure 4). The indirect effect is estimated as 0.139 (SE = 0.020), which is substantial and statistically significant, and the effect is mediating; this indicates a partial mediation between social consumption motivation and green real estate purchase intention. The direct effect is 0.287 (SE = 0.033), indicating a significant direct relationship, and the total effect is 0.425 (SE = 0.032), which is substantial. So, we can infer that the combined effect of both direct and indirect accounts for the total relationship between social consumption motivation and green real estate purchase intention.

5. Discussion

Green real estate purchase intention among young consumers is a rising trend in Canada, and it has become a concern. The ignorance of the younger population on green real estate purchase intention is a concern that needs to be addressed on behalf of the government sector, academics, and related management and marketing fields. Green real estate purchase intention is explored in the current study by considering the role of altruistic value, egoistic value, social consumption motivation, and the facilitating role of pro-environmental self-identity. This contemporary study aims to close the gap in the literature and model. This study found that buying behavior is influenced by egoistic value, altruistic value, and the motivation behind consumption behavior. A single point with a cross-sectional design was used, an appropriate method for this exploration. Six different hypotheses were proposed for this study, which was experimented on 432 participants. This existing study proves a constructive association between the variables and enhances the purchase decision.
The initial hypothesis shows a positive association between altruistic value and green real estate purchase intention. This association is comprehended from the existing literature from the works of Gitau et al. [53], which found that real estate investment decisions and prospect factors are positively associated. Gautama et al. [54] claims money decisions have an optimistic effect on real estate, firm cost of the goods, and the construction subdivision. Moreover, Sembiring [55] suggested that consumer values are crucial in the purchase decision and that people who own altruistic values may prefer values that align with ethical beliefs. So, people with altruistic values can value their real estate holdings, suggesting a new insight into the literature. Egoistic value and real estate purchase are negatively related to the literature, as indicated by Kaynak et al. [56]. However, the current study is positively related. Sembiring [55] placed more focus on the quality and distribution of the product and promotion of the value of the customer in enhancing the purchase decision. So, it can be inferred that personal values, ethical principles, and the egoistic tendencies that individuals hold can influence purchasing decisions. This affects the customers’ behavior and the decision to purchase real estate property.
Exploring the relationship between social consumption motivation and green real estate purchase intention has a positive association with the current study and the literature. The external factors and attributions cause consumers’ impulsive buying, creating guilt and, in turn, loss of self-control, leading to the buying of products when other customers are present [12]. The current trends of a generation that focuses on having a good environmental consciousness prove that there is a positive relationship between sustainable product consumption and purchasing sustainable products in the market [20]. The nature of the place, the identity attached, satisfaction, and the connectivity to the environment influence pro-environment behavior. Studies on green purchase intentions claimed consumers purchased environmentally friendly products with an advanced level of pro-environmental self-identity. The impact of SDG cannot be excluded in the current scenario, where green consumers purchase sustainable products related to their housing and related items, thus identifying them as having pro-environmental self-identity in the long run. It could be inferred that pro-environmental self-identity is related to consumer choice and, in the current study, green real estate purchase intention.
The research on social consumption motivation and pro-environmental self-identity has proven to be positively associated with the current study. Game engagement related to the work of Choi [57] was explored, and self-identity acted as a moderator between the motivation factors. The survey of Dermody et al. [58] is also complementary to this relationship, which explored the mediating effect of social consumption motivation, materialism, and environmental concern on buying sustainable products. Moreover, Lavuri [20] examined the mediating role of pro-environmental self-identity and social consumption motivation in sustainable consumption behavior, which is claimed to have a mediating effect. Thus, the arguments are supported by the current study.

5.1. Conclusions

The research offers empirical insight into contributors to green real estate purchase intention among young consumers. There was an interaction between altruistic value, egoistic value, social consumption motivation, and pro-environmental self-identity apart from green real estate purchase intention. The research is unique in its contribution. We observe a positive association between altruistic and egoistic values, which is reversed in the existing literature, suggesting that personal values and ethical decisions affect green real estate purchase intention. Secondly, the focus is on social consumption motivation. Here, we see that the current consumers prioritize environmentally friendly products, motivated by WHO’s SDG, reflecting a developing environmental consciousness among the younger generation. Moreover, we see a mediating character of pro-environmental self-identity in social consumption motivation and green real estate purchase intention. This emphasizes the interconnection between the value system, environment prioritization, and purchasing strategies. Reflecting on the entire process, the insights from the current study can be incorporated into different fields like environmental studies, real estate business, management studies, psychology, and marketing. The current study was mainly focused on young consumers in Canada. It draws attention to the consumer behavior trend, which is value-based and environmentally friendly. This emphasizes the need for policymakers, academicians, and stakeholders to plan better strategies to utilize sustainable and equality-focused purchase intention fully.

5.2. Managerial and Practical Implications

In the current study, the value of the consumer has gained more attention when making purchase decisions. Canadian stakeholders observe environmental and social considerations as factors influencing financial returns in real estate investments. Canadian green real estate market is experiencing a shift towards newer and larger properties in top cities, so policymakers and developers should focus on demonstrating economic benefits as the potential price premium for certified green buildings while at the same time addressing barriers like the availability of reliable market data and the need for good and relevant technical skills, providing financial incentives maintaining structure building standards and energy pricing policies for encouraging green real estate development [59,60]. Real estate developers and marketers must focus on consumer values and make marketing strategies and advertisements catering to the consumer’s needs. Offering property that aligns with the ethical beliefs and personal preference is one such strategy. Secondly, sustainable practices have gained a better market in recent times. Developers need to emphasize sustainability in all aspects, from property building to design and use. Adding eco-friendly features and green building practices can attract more customers. Since social consumption motivation is positively associated with green real estate purchase intention, providing a safe space for survival indirectly communicates the results. Thus, the developers also need to foster an environment of belonging and social connectivity, which offers a space for sharing amenities and better opportunities for social interactions. The shift in perspective is happening in the marketing field, where the focus is given more to values like egoistic values and altruistic values, as depicted in the current study by the consumers. Having marketing strategies that focus on the values of the consumers can have practical implications when considering green real estate purchase intention. Consumers have a sustainability goal focus, as reflected in the current study. Thus, a real estate market focusing on sustainability products can have a more significant impact. Creating social connectivity spaces is also an important application because consumers need a safe space for their survival, and they will look up to the same place where social connectivity can be attained in the process.

Theoretical Implications

The substantial theoretical implication is for environmental psychology as well as consumer behavior. By integrating altruistic and egoistic values with pro-environmental self-identity, the research incorporates the motivational factors that shape young consumers’ behavior and intention to purchase eco-friendly real estate. There is a theoretical extension into the value–belief–norm theory. The mediated model in the current study emphasizes the link between pro-environmental self-identity as a psychological link between internalized values and behavioral intention. It also establishes a link that self-perception aligns with concerns of the environment, thus translating values into actions as well as how identity mechanisms enhance the alignment between values and behavior.

5.3. Limitations and Future Implications

This study is a quantitative, cross-sectional research design with 432 participants, which cannot represent the whole population of consumers in Canada. This is a limit that can be addressed by conducting a longitudinal study with a bigger sample size, giving more generalizability to the survey. The self-reported measures used in this study have a high chance of being biased and having socially desirable responses. This research is also subject to a self-selection bias, since the majority of the consumers were environmentally conscious and the use of social media involved engagement with the green real estate companies as a part of purposive sampling. This study is context- and cultural-specific, which can vary according to different cultures and contexts, and this is also a limitation of the study. Real estate purchase trends change from time to time. Keeping track of trends can help real estate builders understand the needs of the market and be prepared. This will also help in understanding the long-term consequence of values, social consumption motivation, pro-environmental self-identity, and purchase decisions. A qualitative approach can give more clarity to the process, which can also have future implications. Moreover, a comparative study with the native population could also be a future research area. This research can be initiated using a mixed method to understand various dimensions involved in the psyche of making green real estate purchase intention. Virtual reality is a thriving choice when deciding on a green real estate purchase intention, and the customers’ response can be explored. This is a research gap yet to be studied. This study was on young consumers; a comparative analysis could be performed with the native older Americans. Technology and Artificial Intelligence are part of our existence today, and their role in making green real estate purchase intention can also be an area of exploration.

Author Contributions

All authors contributed equally to the design, analysis, and writing of the manuscript. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

Informed consent was obtained from all participants involved in the study.

Data Availability Statement

The original contributions presented in this study are included in the article. Further inquiries can be directed to the corresponding author.

Conflicts of Interest

The authors declare no conflict of interest.

Appendix A

Table A1. Summary of Items Included in the Survey Questionnaire.
Table A1. Summary of Items Included in the Survey Questionnaire.
ItemsVariables
AL1I make an additional effort to purchase recycled goods.
AL2I have shifted to other products due to environmental concerns.
AL3I choose the less harmful product from two similar ones.
EV1To keep my eco-friendly way of life going, I am selective about the products I consume.
EV2When buying a product, I carefully consider the item’s safety and long-term sustainability.
EV3I consider myself to be an environmentally and healthily conscientious shopper
SCM1Knowing what someone thinks of various brands or items is vital before choosing one.
SCM2Before making a purchase, it is critical to understand who buys particular brands or items.
SCM3While making a purchase, understanding what others believe about consumers who buy particular brands or products is critical.
SCM4Before buying a product, knowing which brands or items to purchase is crucial to create a favourable impression.
PESI 1I consider myself to be an eco-friendly buyer.
PESI 2My self-perception is that I am someone who cares deeply about environmental protection.
PESI 3I would be feeling ashamed to be seen as living an eco-friendly lifestyle.
PESI 4My loved ones and close acquaintances should not assume I am an environmentalist.
REPD1I decided to purchase green real estate when I buy a property next time
REPD2Advertisements impact purchase decision related to green real estate
REPD3I would pay any price for a green property

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Figure 1. Conceptual framework. Source: Authors’ own work.
Figure 1. Conceptual framework. Source: Authors’ own work.
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Figure 2. Confirmatory factor analysis. Source: Authors’ own work.
Figure 2. Confirmatory factor analysis. Source: Authors’ own work.
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Figure 3. Structural equation modeling. Source: Authors’ own work.
Figure 3. Structural equation modeling. Source: Authors’ own work.
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Figure 4. Mediating analysis. Source: Authors’ own work.
Figure 4. Mediating analysis. Source: Authors’ own work.
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Table 1. Demographics.
Table 1. Demographics.
SL NOCategoryClassificationFrequencyPercent
1AgeBelow 24 years4410.2
24–28 years15335.4
29–35 years17239.8
Above 35 years6314.6
Total432100
2SexMale19244.4
Female20948.4
Prefer not to say317.2
Total432100
3Highest Level of EducationHigh School30.7
Undergraduate20146.5
Postgraduate12027.8
Above Postgraduate8920.6
Prefer not to say194.4
Total432100
4Marital StatusSingle19545.1
Married17841.2
Prefer not to say5913.7
Total432100
Source: Authors’ own work.
Table 2. Psychometric properties of the measures.
Table 2. Psychometric properties of the measures.
ConstructsItemsFactor LoadingMSDAVECRCronbach Alpha
Egoistic value (EV)EV10.9093.041.0530.7740.9110.923
EV20.8383.341.211
EV30.8933.141.187
Altruistic value (AV)AL10.8323.311.0470.6700.8590.915
AL20.7913.511.180
AL30.8333.371.076
Social consumption motivation (SCM)SCM10.8393.280.7790.7340.9160.938
SCM20.8523.450.935
SCM30.8703.360.862
SCM40.8673.410.925
Pro-environmental self-identity (PESI)PSEI10.7623.781.0240.6910.8980.922
PSEI20.6793.971.133
PSEI30.9304.070.962
PSEI40.9284.040.994
Green real estate purchase intention (REPD)REPD10.7553.620.9580.6060.8210.855
REPD20.7193.881.132
REPD30.8573.851.109
Source: Authors’ own work.
Table 3. Discriminant validity.
Table 3. Discriminant validity.
ConstructKMOEVALSCMPSEIREPD
EV 0.743(0.880)
AL 0.7490.611 **(0.819)
SCM 0.8150.545 **0.583 **(0.856)
PSEI 0.6670.518 **0.540 **0.460 **(0.831)
REPD 0.6440.596 **0.655 **0.532 **0.542 **(0.779)
Note: The square root of AVE is represented in parentheses, while ** denotes correlation significance at p < 0.01. Source: Authors’ own work
Table 4. Table of regression.
Table 4. Table of regression.
ModelUnstandardized CoefficientsStandardized CoefficientstSig.
BS.Eβ
(Constant)2.7740.448 6.1930.000
Egoistic Value0.1780.0360.2214.8710.000
Altruistic Value0.3350.0450.3497.3960.000
Social Consumption Motivation0.1000.0350.1252.8750.004
Pro-Environmental Self-Identity0.1310.0300.1824.3520.000
R0.724
R20.525
Adj. R20.520
S.E 1.852
Source: Authors’ own work.
Table 5. SEM result.
Table 5. SEM result.
Relationship BSECRpLabel
H1Altruistic value—>Green real estate purchase intention0.3350.03210.506***Supported
H2Egoistic value—>Green real estate purchase intention0.1780.0276.651***Supported
H3Social Consumption motivation—>Green real estate purchase intention0.1000.033.336***Supported
H4Social Consumption motivation—>Pro-environmental Self identity0.5100.04710.759***Supported
H5Pro-environmental Self-identity—>Green real estate purchase intention0.1310.0274.857***Supported
Note: The *** denotes correlation significance at p < 0.001 Source: Authors’ own work.
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MDPI and ACS Style

Roslin, P.; Godwin J. Davidson, B.; P. George, J.; V. Muttungal, P. Role of Egoistic and Altruistic Values on Green Real Estate Purchase Intention Among Young Consumers: A Pro-Environmental, Self-Identity-Mediated Model. Real Estate 2025, 2, 13. https://doi.org/10.3390/realestate2030013

AMA Style

Roslin P, Godwin J. Davidson B, P. George J, V. Muttungal P. Role of Egoistic and Altruistic Values on Green Real Estate Purchase Intention Among Young Consumers: A Pro-Environmental, Self-Identity-Mediated Model. Real Estate. 2025; 2(3):13. https://doi.org/10.3390/realestate2030013

Chicago/Turabian Style

Roslin, Princy, Benny Godwin J. Davidson, Jossy P. George, and Peter V. Muttungal. 2025. "Role of Egoistic and Altruistic Values on Green Real Estate Purchase Intention Among Young Consumers: A Pro-Environmental, Self-Identity-Mediated Model" Real Estate 2, no. 3: 13. https://doi.org/10.3390/realestate2030013

APA Style

Roslin, P., Godwin J. Davidson, B., P. George, J., & V. Muttungal, P. (2025). Role of Egoistic and Altruistic Values on Green Real Estate Purchase Intention Among Young Consumers: A Pro-Environmental, Self-Identity-Mediated Model. Real Estate, 2(3), 13. https://doi.org/10.3390/realestate2030013

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