Ecological awareness, price and psychological wellbeing as main dimensions of senior citizens' green sheltered housing buying intentions

The motivation for this research was to examine whether the 'green trend' has a distinct added value from a marketing point of view. This argument was put into test in the context of building and with elderly people; both non-flexible and 'unattractive' segments that should help clarify the unique effect of ecological awareness to marketing. Specifically, the research aimed at examining the effect of cultural orientation, price perception and ecological awareness, with the mediating effect of psychological wellbeing, over elderly people's intentions to buy accommodations in a green sheltered housing project. Results suggest that ecological awareness is the main factor influencing green sheltered housing buying intentions of elderly people, and that negative cultural orientation, such as collectivism and conservatism, decrease elderly consumers' buying intentions. Operative implications and recommendations for further investigation are discussed, especially with regard to the fact that contribution is confined to an empirical research on Israel elderly population consuming patterns.