Purpose - The purpose of this study is to investigate consumers’ buying intentions (BIs) towards sustainable properties with green living concept (GLC). It also aims to examine the dynamic relationships between environmental advertisements (EAd), green brand positioning (GBP), attitude towards environmental responsibility (ER) and consumers’ sustainable properties BI in the Malaysian context. Design/methodology/approach - Data were collected via online questionnaire survey, which yielded 143 completed usable responses. Structural equation modelling–partial least squares (Smart PLS, version 3) was used to analyse the data. Findings - The findings of this study revealed that EAd and GBP significantly affect consumers’ attitude towards ER, which in turn affects consumers’ BI of the sustainable properties with GLC. Practical implications - This study suggests that without inculcating a positive attitude towards the environment among consumers, it becomes a daunting task to drive consumers to purchase sustainable properties in Malaysia. Thus, the marketers should focus on green promotional activities to attract more customers to buy sustainable properties with GLCs. Moreover, it is suggested to target the right market segment to secure more sales. Social implications - The findings of this study will enable the government and the social marketers to understand the drivers of buying sustainable properties with GLC, which in turn will contribute to the higher environmental welfare. Originality/value - This study is among the pioneers to examine consumers’ sustainable property purchase intention. It provides significant insights for the social marketers and policymakers to understand how to motivate consumers to purchase sustainable properties with GLCs. Moreover, this study has investigated few comparatively new links such as the direct effect of EAd and GBP on attitude towards environmental responsibility and the mediating effect of attitude towards environmental responsibility between environmental stimuli and consumer’s sustainable properties BI.

中文翻译：

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具有绿色生活理念的住宅物业：什么驱动消费者购买？

目的-这项研究的目的是调查消费者对具有绿色生活概念（GLC）的可持续物业的购买意愿（BI）。它还旨在研究在马来西亚环境中环境广告（EAd），绿色品牌定位（GBP），对环境责任的态度（ER）和消费者的可持续财产BI之间的动态关系。设计/方法/方法-通过在线问卷调查收集数据，得出143个完整的可用答复。结构方程建模-偏最小二乘（Smart PLS，版本3）用于分析数据。调查结果-这项研究的结果表明，EAd和GBP极大地影响了消费者对ER的态度，进而影响了消费者使用GLC的可持续物业的BI。实际意义-这项研究表明，在不向消费者灌输对环境的积极态度的情况下，驱使消费者购买马来西亚的可持续房地产成为一项艰巨的任务。因此，营销人员应将重点放在绿色促销活动上，以吸引更多的客户购买带有GLC的可持续房地产。此外，建议针对正确的细分市场以确保更多的销售。社会影响-这项研究的结果将使政府和社会营销人员能够了解使用GLC购买可持续性房地产的驱动力，而这反过来将有助于提高环境福利。原创性/价值-这项研究是研究消费者可持续的房地产购买意图的先驱之一。它为社会营销人员和决策者提供了重要的见解，帮助他们了解如何激励消费者使用GLC购买可持续的房地产。此外，本研究还研究了一些相对较新的链接，例如EAd和GBP对环境责任态度的直接影响以及环境激励态度与消费者可持续财产BI之间对环境责任态度的中介作用。