Towards sustainable living: an investigation of the motivations behind green residential ownership in Malaysia

PurposeIn recent years, there has been a significant increase in the number of green residential properties. This phenomenon indicates that the demand for environmentally friendly residential properties is rising. However, the true reasons behind the growing interest and investment in green residential properties remain poorly understood. When it comes to residential properties, assessing these benefits becomes more challenging and complex, as it is crucial to understand the motivations to invest in green residential properties. Therefore, the purpose of this study is to identify the component factors that motivate homebuyers to invest in green residential properties.Design/methodology/approachThis research aims to address a research gap by identifying the component factors that motivate individuals to invest in green residential properties using a factor analysis approach. The authors gathered data by distributing an online questionnaire among 161 certified green residential owners in Selangor, Malaysia.FindingsThe results from the factor analysis revealed three components as the primary factors that motivate individuals to invest in green residential properties. The findings contribute significantly to the growing yet limited literature in this area of research.Research limitations/implicationsThis research, however, set out to provide a context-specific motivation in Selangor as a limitation.Originality/valueBy understanding the motivations behind these investments, the research can encourage greater adoption of sustainable housing investment and guide developers and policymakers in offering better solutions for the green property market. The authors could facilitate informed decision-making and inspire positive change towards a future where sustainable housing becomes the norm.