Justice motivation theory in sustainable home purchases

Purpose - The purpose of this paper is to explore the understudied topic of sustainability as a factor in the Canadian residential real estate purchase decision using the unique lens of justice motivation theory. Design/methodology/approach - Using a qualitative approach, the study draws on transcripts from 14 interviews with realtors and residential buyers in three different Ontario cities. This paper adopts an exploratory perspective to investigate justice-based motivations related to sustainability in the real estate decision process. Findings - The research finds that the three requirements of justice motivation are satisfied in the context of a broad understanding of sustainability that includes social, economic and environmental dimensions. The residential real estate decision offers opportunities for sellers to appeal to those motivated by justice. Practical implications - Policymakers should consider ways of easing these barriers for those consumers who a financially unable to satisfy their justice motivation when purchasing a home as well as bolstering regulatory enforcement. Sellers should clearly articulate functional explanations of features as well as benefits to enhance the cognitive processing of the sustainable home as a choice alternative. Originality/value - This paper makes a unique contribution by arguing that the social psychology theory of justice motivation helps explain the role of sustainability in the residential real estate purchase decision-making process.