Applying the theory of planned behavior to consumers' behavioral intentions toward wooden houses

The purpose of this study was to analyze consumers' behavioral intentions of purchasing wooden construction houses using the theory of a planned behavior model. Results of the study showed that the factor, 'subject norm', was the most highly related to consumers' behavioral intentions. This implies that others' (mate, family, and friends) opinions greatly influence consumers' decision making. The 'attitude toward behavior' was also an important factor showing that consumers' behavioral intentions are enhanced when their cognition of the attitudes toward wooden housing increases. Compared to 'subject norm' and 'attitude toward behavior', the 'perceived behavioral control' factor showed a small influence on consumers' behavioral intentions.